I don't think being behind matters that much. People online complain about version numbers; general consumers don't know. Amazon can release a phone running 2.3 loaded with Amazon Appstore, Cloud Player, tighter Facebook integration, and an overhauled UI (A good one) and consumers will eat it up.
If it's not that big a deal why are Android users so vocal about not getting updates?
Even if that is true if you're Facebook or Amazon and you're looking to differentiate yourself in that way it's one thing. If you're a handset manufacturer looking to make a kick-ass Android phone it's another entirely and there it would be a big deal.
I disagree that Android users are vocal about updates, after all, people are buying phones with 2.2 in mass. I think Facebook or Amazon can get away with releasing on 2.3 without any backlash whatsoever until/unless the next version has a major killer feature.
You may be right for small point releases but when they revise the interface or introduce significant new features or something else which people will notice and want, it's going to put you at a disadvantage.
And because you don't have access to the new version you don't know whether it's going to be a significant release or not. You may be competitive, you may not, you simply don't know.
I honestly don't see how that doesn't put a company at a disadvantage - it's certainly not a level playing field and it's certainly not a situation I'd happily put myself in.
