Amazon and Phorm

Q1: is Amazon going to let Phorm farm its pages for valuable user-behaviour data without paying anything for it?
A: of course not!
Q2: is Amazon going to pretend this is a privacy issue rather than the opening move in a negotiation to secure the appropriate valuation from Phorm for that data?
A: remains to be seen. They're not spooning up the free publicity they could get by claiming that's the issue yet, though.