IMO, Amazon gets 'DevOps' right. It's mostly just called 'ownership' over in Amazon. (source: I used to work in Amazon as a systems engineer) You still have specializations - SDE's, systems engineers, DBA's, etc. However, if you write code and it ends up in production, you are responsible for the proper function of that code in production. As a friend of mine put it in terms of developers who don't want to be on-call…
The anti-DevOps developers don't understand how databases work so they want an ORM to make it easy for them, and they don't know how to configure a web server so they want PaaS solutions to let them do 1-click deploys, and system command prompts are scary to them. Frankly such developers just plain suck. They don't like DevOps because they don't have the skills to be DevOps.