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Give Amazon Some Respect

That's why, while provocative and not completely outlandish, I can't get with the idea that Microsoft (MSFT - Get Report), Google (GOOG - Get Report) or Apple (AAPL - Get Report) would buy Netflix simply to make Amazon spend more money. They all likely have more respect for Jeff Bezos as competition than that.

However, I can sing along with the idea that Amazon likes having Netflix around. I never considered it from that perspective. But it makes good sense: Sometimes it is in your own best interest to have a weaker competitor / partner to maintain that balanced eco-system. I dig.

I'm not sure if Bezos views the situation that way, but, stepping back a bit, there's no question that he, like Jeff Bewkes at Time Warner ( TWX ), sees Netflix as nothing but an overconfident chew toy.

-- Written by Rocco Pendola in Santa Monica, Calif.
Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.
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