You know what everyone bitched about then? Microsoft. And MS has done more to take over sections of the city than Amazon ever has, and ever will. Microsoft "killed" Seattle's soul by setting up shop in Redmond and Bellevue and causing urban flight. (Note: I don't particularly believe any of this stuff.)
Now Amazon is the new target. Whatever. Fair enough, that always happens. But Seattle was "dying" just like every other West Coast tech city before the bigger players got there.
What's not cool is railroading "techbros" who are merely 23 year old graduates making good money working a job they probably don't necessarily like very much, but living in a city that is still pretty damn awesome regarding quality of life. And regressive housing practices are driving prices up north of the Bay Area in some locations, all legacy policies that were long on the books before any of this expansion occurred.