>"I've said before on hackernews, but people never seem to grasp the scope of Amazon. They aren't an e-commerce website anymore; that's just the tip of the iceberg"

I don't think this is some kind of special perspective that you have from working there. I think people seem to grasp their ambitions pretty well. Their fleet of planes, the delivery drones for last mile, Alexa, Prime Pantry, AWS etc, all of these developments have received good coverage in mainstream media.