Don't get me wrong, I agree with your sentiment. However, I think in this case, it is about the fact that the stakes were much higher with the iCloud account.

Yes, I would be very annoyed if an account which had personal information, a history of purchases, and was linked to my credit got hacked (e.g. by social engineering). However, I would be even more annoyed if my laptop and phone got remote-wiped due to the same type of hacking.

But to be honest, I haven't been following the story that closely, so I am happy to be proven wrong on the perceived difference between the social engineering of Amazon vs Apple support .