If you use their cloud products, ala Netflix, they may decide to compete with you any moment. Netflix may have been too far along to be beat but the next product won’t be. If you sell products on their market place and if they do well you run the risk of them copying you. If you do anything in their ecosystem you are living with the fear that the lion may wake up and swallow you whole at any point and time.
Edit: Maybe I’m a bit paranoid but this feels like a great way for them to get to know exactly who your customers are and what their behavior is. All the while training their own personalization to get much better.