The answer here are standards like Matter that are interoperable between brands. I get that if I buy all Amazon devices they are going to work better with each other. But if I buy a device from a different brand I should be able to choose whether I link it to Amazon or Apple or my own home-cooked thing. These easy cloud integrations are really important for mass adoption and for the non-tech savvy. They just shouldn’t be a lock in with no choices.