Amazon could make an app that just streamed Prime content and I'm pretty sure Apple would allow it as other services like Netflix, HBO, etc. already do the same thing, but who can blame them for not wanting to. It's just frustrating that I have to bounce between devices to use the various services. I'm looking hard at a Shield as my main device which would cover Netflix, HBO, Starz, Vudu, Youtube and streaming my video library. The ATV would be used for the small amount of content I have picked up from Apple and Apple music.