[lmm]

The way I'd think about it is "would that business put any time into a partnership with Apple/Amazon if the chance came up". I guess you could argue that any business above a certain size would consider them worth talking to for some kind of cross-promotional deal even if that doesn't make a lot of sense on the face of it - Caterpillar? Hilton? But I think small focused companies outside of Apple/Amazon's core field wouldn't want to spend time on something like that. So B2B, non-tech, smallish companies - which by their very nature I can't name a lot of, but there's a lot of them out there.