The difference is between retailer and marketplace. Both Amazon and Costco are retailers, and both could use that knowledge to decide what products to self-source for better retail margins. Either way, still a retailer, but maybe also a manufacturer / wholesaler.
But Amazon is also a marketplace. In that role it acts as a "rentable retail space". Using the data of the retailers in your marketplace to decide what to make/wholesale and then retail is another layer.
You could easily argue that it reduces to the same thing. But societally we've excepted that the retailer is a full layer in the system and gets full access to the data flowing through it. The marketplace itself is historically more of a fee-for-use type of thing, so its not an ingrained concept for us.
It's actually a far superior mouthfeel! The eggwhite foam can have a texture that's hard to describe...dry? coarse? But the aquafaba is smooth (and no, no chickpea taste even though I was pretty worried about that the first time I tried).
If you're trying to add a little more seasoning you will need to bake. You'd do this after a rough cleaning or cooking something watery or acidic. If you're just protecting it from ambient moisture just a teensy coat.
I'd say this is a difference of scale. Hinton's comments are meant to inspire and encourage _The Next Great Thing_. We could read the paper that broadly, but they seem to be addressing a more immediate local minima.