The problem is that at a big/huge company, every little project imposes some share of costs and distraction all the way up the line and on supporting groups. And, yes, that means something could be reasonable as at least lifestyle business for someone. But unless it more than incidentally supports more central parts of Amazon's business, a million dollar side business isn't really very interesting to a company like Amazon. And have more than a few of those and people start to reasonably ask what Amazon is actually focused on.