Then I read the article, and Amazon is actually hiring notable antitrust lawyers. So it would appear that even Amazon thinks it's getting too big, even for the current regulatory atmosphere.
Only guilty people hire lawyers? The intention of hiring counsel is to help you navigate the law and the procedure. It doesn't say anything about what Amazon "thinks."
Is Amazon too big? They are like a gentle giant offering services and products cheaper than competition with a good return policy in case of defective stuff. Amazon is sort of a better Walmart here but instead of going to a store front you shop online and things you order get shipped to you. If Amazon is too big, then so is Walmart and others.
That's exactly what I thought too, I never thought I'd see the day where Betteridge's law was broken!