The cloud companies will count as TBTF too for the same reason. Although it's harder to see how Amazon might get into a "we'll have to switch the datacenters off tomorrow unless we get bailed out" financial position", since it's easier for them to trade as a going concern, if there was a risk of that happening they would definitely get a bailout.
Also, remember that the bailouts were in almost all cases loans.
But what actually happens now is that iRobot lays off its core staff in a desperate attempt to avoid insolvency. The regulators could wish all they want that iRoomba stay a competitive player in this space, but businesses don't run on wishes and rainbows.