They mean safer from apps like NewPipe which threaten their margins by giving users their attention back.
I paid for Prime Video to remove ads only to find that now they'll play skipable ads again at the start of a movie and this time I don't even have the option of paying again..
I'm not against big profits, and I'm definitely not in favor of more regulation to attempt to fix it but I am against mico-maximization of profit with obviously consumer-unfriendly behavior. The way to fix it, IMHO, is to start over with yet another small guy that comes in and does it right. Angel Studios is doing pretty good and although the content selection is much more limited, the overall vibe is great, feels safe to leave children around for more than 2 minutes (unlike youtube kids).
(satirical post)