This actually helps Netflix too. The last thing the studios want is to be held hostage by one or two major players that control all the distribution channels and can act as a choke point. Worst case, a viable Netflix gives the studios leverage when negotiating with Amazon & Walmart. Unless you see a reason that this will be a winner-take-all market, the studios need Netflix as much as Netflix needs them. Particularly because of the leverage of the other players that you mention. No?
I agree with the logic of your statement but I'm not sure it will work out that way. I've never understood why the studios didn't do more to help iTunes competitors.
I'm not well aware of any iTunes competitor with the number of paying customers apple has or had when iTunes first came out - I'm guessing they just went where the money was.
