Well like any other good company out there, Amazon has not interest to squeeze their producers too much, because they would be killing their own business in the process. The art is to squeeze them just enough so that they feel pressure but still can survive and make money - which is exactly what is happening. Of course, for producers who have not felt any pressure to change for the past xxxx years, ANY pressure feels like extortion. But it's just normal business negotiation like everywhere else. Now their business is catching up as well, that is all.