Why did he shop with the small company? Amazon marketplace could be anybody, even a private person just selling stuff for fun. If Amazon and Marketplace have the same item, it is a nobrainer to buy from Amazon directly. But maybe the marketplace offer is cheaper, or not available from Amazon. In that case by choosing the cheaper offer, I know that as a trade off the service will likely be worse.
But I agree that small businesses should not whine.
But I agree that small businesses should not whine.