I think it opens them up to a huge customer base of less technically apt people who just downloaded some random "S3asYourFS.exe" program but also opens them up to needing to support that functionality and field support calls from less technically apt people. I don't know if that business decision makes sense (since AWS already lacks the CS infrastructure to even deal with professional clients) but the idea that you could get everyone and their brother paying monthly fees to AWS is likely too tempting of a fruit to pass up.