I think people already understand this, they just don't care as long as their devices play the media they want to consume.
The only people I see that care about this issue strongly are people who fully understand how this works and prefer archival-friendly formats such as physical media or DRM-free downloads.
That Amazon refunded nearly 2x the purchase price for the inconvenience seems more than fair, imho. I looked it up, and it covers a purchase of a Blu-Ray of the same movie on Amazon, so you'd have a path to complete resolution here.
I hate plenty of Amazon's practices, but I really don't see any level of controversy here.