"However, industry insiders I spoke to argued that these competitive pressures likely weren’t the main reason for Amazon to switch to Vega. What Amazon really cares about is reaching hundreds of millions of eyeballs on a wide range of inexpensive devices, and then monetizing those eyeballs with ads and services – and a custom OS built-in house may just be the best way to do that."
"The employee also mentioned the Vega code name, and said that “most of the OS development is already done,” adding that the company was “now focusing on SDK and value adds to go convince developers to actually use it.”
So devs will have to get used to this if they want their apps there.