They haven't rolled over. They've bowed out of an argument that is very risky to have a public viewpoint on.

There are some influential people carrying big agendas here and I think Amazon doesn't want to be in the gunsights. Maybe it isn't noble, but I think they are entitled to steer clear.

It is very likely that privately they agree with WikiLeaks' cause. Hedging your brand on it is a different story.

HOWEVER it would have been fantastic to see them make a stand.