Why do progressive, objective useful websites dillute their effectiveness using Amafuckingzon?

Here's an example -

http://whowhatwhy.com/2013/05/06/read-this-our-common-wealth-the-hidden-economy-that-makes-everything-else-work/

Great article.
Great book - would love to read it.
Links to idiocy.

Look, I know they are a fucking monopoly. So what? Does that mean every institution or business or entity that is online should bow down to them and shit in their hyperlinks by using them?

It fucking hurts to see this. And let's be fair, I see most sites I browse these days using them.