"This reverse submarine -- a critique of Amazon published by Jeff Bezos' paper -- tries to give what appears to be a biased news source a patina of unbiased objectivity by running what appears to be a piece that's critical of the thing it's thought to be biased toward."
https://news.ycombinator.com/item?id=14877216#14878179
Whether this is true or not actually does not matter as long as the conflict of interest is there.