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Standards bodies' pronouncements are only binding if you sign up to them - Amazon hasn't.
What do you want to do? Make it mandatory to adhere to some 3rd party standard? If so you should probably lobby your government not the kindle dev board of a web forum.
Personally whilst I dislike what Amazon is doing I'd rather react with my buying decisions than my vote. I'm not an advocate of the unfettered free market by any means but this is regulation where none is needed IMHO.
BTW exactly which body are you referring to? I find it hard to believe that a standards body defined the "ebook" rather than a particular type of ebook e.g. epub. OK, maybe such standards do "define" it in their preambles as a way of establishing context but not as a binding standard on its own.
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