Lot of negative media attention around "big tech" atm (including Amazon) and I think it is going to keep getting louder and louder....
Not surprised Bezos is jumping ship when he is to concentrate on his other business interests.....
So for me it is a nice marketing ploy, certain people like ethical, independent, traceability etc etc when it comes to their shopping needs so showing you are not part of some huge tech behemoth will appeal to that market.....