It's a sad fact he with the biggest cheque book wins, especially when it comes to reform. Look at the whole music/movies piracy argument, it extends as far back as the late nineties; publisher groups, the likes of the RIAA suing people and skewing the legal system by throwing money at the right people who have the power to vote and act upon such decisions. It's happening all over again, except this time the repercussions will be far worse then any anti-piracy bill.
I'm not saying lobbying is the only solution, but if the entities on the wrong side of the argument are doing it, does it matter if Google, Amazon, Facebook and other companies issue statements and express concerns to congress if it will only fall on deaf ears or be brushed off as a selfish act?
It kind of reminds me of when Labor were in power in Australia before the recent election and were in the process of rolling out the National Broadband Network (NBN) which was a fibre to the premises plan the current party has basically scrapped. Google Australia issued a statement saying the current Government needs to understand the value of such a network, but they were shrugged off. If they opened up their cheque book and started donating to particular Government interests and districts, would they have been taken more seriously? Maybe.