Of course they aren't, I didn't mean to insinuate that. But if enough major retailers try to stop things like digital-first releases and the industry takes notice, it could bode well for physical media for the future.
It's time for retailers and labels to stop hoping that consumers will start buying CDs again and embrace the fact that digital download/streaming is here to stay in the current market. Considering the album did extraordinarily well with a digital-exclusive release, I don't think that Amazon and Target have a very strong case in this "protest."
This is coming from someone who uses vinyl and Rdio for music.