Apologies, condescending snark was not the intent (I can't even see where you see that, actually!). In response to your more salient points, it could be argued that a web+EC2 layer on top of existing software is hardly an advanced textbook. Likewise, their announcement's stated intent is to gain customers, so feedback on what's unclear should be well within an acceptable scope of discussion. Finally, I doubt any of us are excluded from their intended market as software people move frequently between problem domains.