I guess this is the difference between a literal v. figurative interpretation of the title. The article itself is speaking to Amazon's efforts to sustain its hiring pipeline in the face of colossal churn, describing activities such as sponsoring secondary schools while installing their own branding as a condition of sponsorship.
> > A dozen students sat clustered at work tables inside an air-conditioned classroom, which was designed to emulate the inside of an Amazon facility. On one wall, Amazon’s giant logo grinned across a yellow and green banner. The words “CUSTOMER OBSESSION” and “DELIVER RESULTS” were painted against a corporate-style yellow backdrop. On a whiteboard, a teacher had written the words “Logistics Final Project,” and the lesson of the day was on Amazon’s “14 Leadership Principles.” Each teenager wore a company golf shirt emblazoned with the Amazon logo.
> > Students and staff members expressed pride in being associated with the company. Amazon partnered with the school as part of its five-year anniversary in the Inland Empire, donating $50,000 to start the pilot program, the giant sweepstakes-style Amazon check displayed prominently at the classroom entrance. The students had already taken field trips to tour the nearby Amazon warehouse.
> A public high-school classroom designed to resemble an Amazon facility, with students wearing Amazon logos on their clothing as they memorize Amazon’s leadership principles (which, it is worth noting, also include “Ownership” and “Think Big,” injunctions that hold merit for readers of this magazine when imagining how we might solve the problems exemplified by Amazon). Such a relationship between the company and public goods like a high school is part of what it means to consider Amazon as “the major working-class space of suburban and exurban socialization.”
Further (and quite interesting) reading on the concept of a company town: https://en.wikipedia.org/wiki/Company_town