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Consider that Walmart is selling rice, called Walmart Rice. Wallmart suddenly stops selling all other rice brands because they have their own brand of rice now. Would that be alright?
I studied competition extensively, while I admit that I know next to nothing about USA law, according to EU and the rest of the world following the continental law system, this is unfair competition. That store is Amazon and product is a streaming device makes no difference.
Amazon doesn't need to be a monopoly, it just needs to be big enough to effect the market.
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