I'm a big fan of Amazon, I have a Kindle and am a Prime customer and use both a few times a day. As for the customer service, again, excellent. As a company they're very good at knowing what customers want and the variances in how they want it, for example offering the same level of customer service via live chat, email and phone etc, and the same for their content, the experience is the same whether watching via my Playstation, iPad etc.
The main problem is content, I've had this rant before on here about media content and the way it is packaged up and sold. The only way you'll get true choice is to buy every device / service as they all have 99% of the same stuff and 1% of the things you want to watch. When they review this outdated model and make it more affordable and therefore commercially viable for resellers the industry will move forward as the technology (the how) is far outpacing the content (the what).
If the big content providers persist with the current model the pirates will win and the whole industry will decline. The same happened with music, and all the retailers went belly up, you can now buy almost any music in any format from any provider. The model is flexible and combined with good tech the music industry is starting to make money again. Movies and games will go the same way within the next year or so I think, but what do I know, it's not like I'm an analyst or anything who's been looking at this industry for years... :P