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If Netflix only checked out one "copy" of a movie at a time to people that wanted to view it, then AWS wouldn't be helpful. These two models are completely different. Nobody, not even concerts, have the same online issues like footsites. If footsites didn't block people from entering by going down, then you'd have millions of people with sneakers in their cart even though there isn't inventory.
Still it's about scale and atomicity. Same concept as concert tickets. You block tickets till a transaction completes . No one else can even add to cart if you've held. Meanwhile you're getting numerous requests to add inventory that is claimed and your servers struggle. The underlying code with airline tickets work much in the same way.
Anyway point is - all these folks need to change the way they handle scale. I get your point though.