Corps hate looking bad. Especially to shareholders. The thing is, and perhaps it doesn't matter, most of us actually respect the step back more than we do the silly business decisions for that quarterly .5% increase in a single dot on a graph. Of course, that respect doesn't really stop many of us from using services. Hell, I don't like Amazon but I'll say this: I still end up there when I need something, even if I try to not end up there in the first place. Though I do try to go to the website of the store instead of using Amazon when I can.