I think many people confuse the smart scopes as "selling out to Amazon." The lenses integrate a bunch of online sources, some are commercial, some are not. You can try it by hitting the super key and doing something like `wiki:metallica` or `code:discourse` (which searches github for projects, etc.). There's something like 100 sources for information in the dash. Amazon is just one of them.
It's closer to something like Watson for the Mac or the integrated search in Android. Unfortunately people just assume that Ubuntu has "amazon spyware". If you don't like the integrated online search it's one switch to turn it off and Unity will revert to offline-only searches in the Dash.