To make more companies like Amazon, I think you answered your own question: They get a free pass because Bezos is convincing and for Amazon its sort-of-always-been-this-way.

You're right in thinking that would only really work for new companies (with strong leaders), but if the stock punishment is an issue, then these two happenings will allow older giants to be this ambitious too: 1) Amazon succeeds wildly & shareholder demand these older giants copy that success 2) These older giants' stock starts to tank and must scramble to try something new.

There are certainly more, but this is what I can think of from the top of my head.