I can't find details about the 501(c)(4) organization the 98% of shares were transferred to, but it feels unlikely that there's no family control of that? Yes, that's no longer family money, but it's also not like it's independent of the family.
The transfer to the 2% trust passed through estate/gift taxation (apparently), but also skipped capital gains tax.
It's all within the scope of the rules, but this is clearly tax avoidance as well as whatever else.