To put this in a different context, this is like requiring a Federal license to operate a Wi-Fi transmitter in your tablet or notebook computer. In the US, manned ultralight aircraft fly – license free – under FAA Part 103 rules. Not everything needs to be Federally licensed.
Not including study materials and time, it currently costs about $150 to sit for the FAA Part 107 license exam
Ironically, companies like Google and Amazon routinely object to regulations concerning their business operations but are happy to regulate others. In this case, Google and Amazon are seeking to, de facto, eliminate all other users of the air space. This rule would apply to everyone, including kids playing with model aircraft and quadcopters, which would largely eliminate many flyable toys, and presumably even kites.