ebay and redbox both have a lot to lose with this, i would not be surprised at all if they begin throwing increasingly larger weight around as time goes on
Amazon would too, though they might be considered a "participating" retailer. I still think they get a cut from private seller transactions aswell though, so it still might be cutting in amazons wallet.
Also this is good, the more attention this is brought to the masses the better. I know allot of people who rent from redbox, and gamefly personally.