All of us play several different roles in life. Child, parent, employee, employer, friend, colleague, enemy, competitor, producer, consumer, activist, defendant, victim, oppressor, buyer, seller, exploiter, exploited, citizen ...

Amazon is an amazing thing when we're wearing our consumer hat. Not perfect, but really deeply amazing.

But if you put on some of the other hats, it's no longer so clearly a good thing. Wearing our consumer hat all the time ("Cheap! Fast! Great!") is not a positive thing for the overall structure of society.