It is odd the Amazon is now doing what originally made the Kindle great for new adopters as well as main stream buyers that just want SIMPLE, but allows advanced users freedom.
Whispersync was brilliant in that it could take you direct to their store without needing anything other than a credit card (Amazon account). But they did not restrict you, thus making their device a GoTo choice for many people. KISS
Enter modern Retail Greed. Higher Walls around their device (remember when they blocked the use of Kindle Collections PI in Calibre?).
This philosophy has led to the downfall of many retail giants.
I shop where I get the goods and services that
have what I want. Not because you locked me into your ecosystem .
Remember Sears? They offered Good, Better, Best. Good was NOT junk, just lacking extras. MANY USA households had Sears (sold) items because they were decent and obtainable (delivered) almost anywhere. The folk at the top let the competition and newbies walk away with their business because they refused to modernize their backend.