Amazon's PR response to Hamas-hostage employee: Brand over his life

> Amazon has business interests around the world, in places with a range of political leanings.

While I hate to defend Amazon and its ilk, if they show interested in this situation, this employee, etc. then doesn't that put every Amazon employee at risk? Doesn't that beg, "Please kidnap our employees... we'll give you whatever you want."

Yes, what is happening to this one individual comes off as cold and "pro-brand", but when the alternative is putting all their employees in the crosshairs of nefarious groups and individuals, what other choices does Big Inc have?

The author of this piece seems to think Amazon has some obligation to pursue some course of action to facilitate release of this hostage who just happens to be an amazon employee. There certainly isn't legal obligation and I fail to find a moral obligation to do so either. If Amazon had somehow put this employee in a place of danger which they otherwise would not have been in I can see them having some moral obligation but that is not the case.