I find it surreal that the article is written in a medium owned by Amazon.
It's not owned by Amazon, it's owned by Bezos. Granted that's not much of a distinction but I think it's still important.
(incidentally, the BBC was accused of doing exactly that when they spiked a Newsnight story that would have broken the Jimmy Savile scandal)
Do you really think that Bezos doesn't know Betteridge's law of headlines ?
Edit: OK, I think I get your point that the headline is a clickbait considering the article is supposedly lacking. But my point is that the question being posed is not a question that anyone would get into legal trouble for stating as a positive fact, so the "headline law" doesn't apply.
"Is 'company/individual/country' getting to [sic] 'rich/big/powerful/indebted'?"
is a matter of opinion, and when it comes to legitimacy, the last place I would look for a legitimate discussion about Amazon would be in a publication that is personally owned by Jeff Bezos.
It refers to when a headline asks a question ... then the answer must be no.
Because if it was yes ... the newspaper wouldn't form it into a question the newspaper would state it as fact.
If the owner knows that ... he might be sharp enough to use it to his advantage.