Bezos read about Rockefeller’s old plays.

Standard Oil had a large number of small subsidiary oil companies under different names, many of which weren’t clearly understood to be owned by Standard. It was one of their ways of preventing anti-trust accusations against them.

Amazon Prime is effectively a postal commerce version of Standard’s rail rebate system.

Lots of respect to those guys, whether you agree with their actions on a moral basis or not. They’ve been reading up on their history.