Amazon is taking the right approach here. The fact that a system as complex and important as S3 can be taken down is a failure of the system, not the person who took it down accidentally.
The certification is more for the organization/unit and the people working do not realize what they are for. Another thing that usually becomes a problem is the rigidity of the certification. Saying you need X, Y and Z documented is easy, but it doesn't work for projects that maybe don't have Y. So people make up documentation and process just to be compliant, this soon becomes a hinderance to the work.
At this point people either abandon the process or follow it and the work suffers.
(I lied about the "insta" part)