Open, open, open
A lot of this seems to echo what the Open Source community has been evolving for decades. Source code accessible to all for use, adoption and modification. An architecture built around interfaces (compare the Amazon API mantra with the w3c RFC ecology). A direction driven by a positive tension between crowdsourced value and the influence of a few powerful visionaries. Amazon's only mistake has been not to expose their model before and engage the wider community in making it better.
Because the history of the Open Source movement teaches us one more thing: have no fear of the competition, for if your competitor is full of sh*t then they won't adopt it anyway.