A lot of materials about Service Bus mention that it uses AMQP 1.0. However, examples I have found use libraries that hide away AMQP layer, so it is not obvious how would one use generic AMQP 1.0 client and do things that are listed in this Service Bus example
Being able to use independent AMQP client instead of supplied higher level clients might be important in several scenarios. For instance supplied clients might not be available at some platforms, or generic clients might provide more suitable way of working for particular problem.