In what way is this story "skeptical and/or negative"? It quotes Bezos and summarizes Amazon's lobbying objectives, i.e. the article is itself engaging in lobbying.
They are made out to seem like they don't even know what they are doing, "Amazon is really having to learn how to navigate all these things," even though they are spending nearly 10 million dollars on lobbying, have numerous contracts with the federal government and have a former whitehouse press secretary as a senior vp?
This is pretty much an amazon fluff piece.
At least, that's how some perceive it.
I think that most companies that engage in lobbying try to keep such activity relatively quiet, and aren't interested in having it exposed or written about.
I'm not saying that lobbying is bad; I realize that it's part of the process. But I do think that many lobbyists prefer a lack of transparency and exposure.