I really don't understand the gloating of Amazon taking a hit? Is it because they're a "competitor" of Apple? (I don't even see them as a competitor, personally).
I enjoy the hell out of my Amazon Prime membership. I am not interested in owning any of their hardware, but Amazon is a great retailer & they'll be around a long time to come.
I don't think the gloating is from people looking at the company as consumers. I imagine nearly everyone here, myself included, is a happy Amazon customer. As an investor, you look at what Wall Street has allowed Amazon to get away with and it is puzzling. They have teetered on the edge of profitability for nearly 20 years, their outlook has never been all that encouraging, but the company has maintained a very high valuation. I don't think what you are seeing is gloating. It is more people collectively thinking it is about time. Amazon is very customer focused and I think that is great. I am not sure they have a particularly good business strategy and that is scary.