Amazon and Sony in streaming media deal?

The New York Times has a piece on Amazon’s new TV & movie streaming service (to replace Amazon Unbox): Amazon Plans an Online Store for Movies and TV Shows.

Of note is this quote: It has struck a deal with Sony Electronics to place its Internet video store on the Sony Bravia line of high-definition TVs..

So two days after Sony announces their TV & Movie download service for the Playstation 3, Amazon announces a partnership of sorts with Sony Consumer Electronics for a competing service.

Granted the audience for Bravia TVs is much broader than that of the PS3, but you can access the PSN store from a computer. Why not stream that content to a Bravia TV?

It just seems like Sony is working against itself yet again.