As a consumer, I love Amazon. I do not consider it a callous middleman doing something evil to me. Just the opposite. Amazon delivers for free very quickly what I want — from paper towels to e-books and much more — at a fair price without taxes.
As a digital publisher, I kinda like Amazon (notice not love) because it delivers customers for my e-books. But the e-commerce giant gives me half a customer, meaning I do not get the customer data, and Amazon takes about 50 percent of what the reader buys.