What matters is that when the messenger is so obviously self-serving and hypocritical it dilutes the message and leads a casual observer to look for the hidden agenda for others who carry the same message. Now that Amazon has used the patent system as a cudgel to achieve a stable position in the market it fears having other companies do to it what it once did to them, Now that Google has used its patents to achieve a solid lock on the search and search advertising market the benefits of strong patents seem less compelling to the founders & board members of that company. If you want credibility then talk about patent reform on the way up, not once you have reached the top and no longer need them to maintain your dominance.