Most people believe Amazon's press releases. In 2006, they said that AWS powered Amazon.com. It was a flat out lie. But how could I prove it? Fortunately, others there at the time have posted in the thread as well. But come back to HN in a couple weeks when AWS has done their next press release, and say that, and you'll likely be down voted to oblivion.
The thing is, Amazon, and Jeff Bezos are damn good at spin. You see glowing articles that talk about Jeff as if he were a visionary, boldly leading his commerce site into the future of web services. (As I understand it, AWS was pirate operation, which got cover from a politically endowed VP in the company, and they were able to get it far enough along that Jeff saw the value of it, when he'd previously wanted to knife that baby.) Their manipulative ways extend to other people as well.. and when you're getting most of your stuff from them, and you've had good customer services, you naturally inclined to want to believe in them.
People believe Amazon must be good in all ways, because they are good in one way.
Amazon is really, FREAKING, good at fulfillment. Amazon prime, their return policies, their streamlined ordering policies... at this point, ordering things from other websites has so much more friction that they just feel old. "You mean I have to enter my credit card? Why don't you just sell this thing on Amazon.com and let them do it right!"
I don't know how Amazon treats their stockholders. They treat their employees terribly (but they do tend to hire a mix of type-A aggressive and meek. The meek just are grateful to keep their jobs and the Type-As love the political sport). But they treat their customers damn good.
And they have the fulfillment thing nailed cold. I give them respect for that.