A good response when the company starts with the "we're a family" BS, is to reply (with a smile on your face, to be safe) "good, then nobody can ever be fired!". It can be a lighthearted way to point out the absurdity of the concept.
I have the same feelings. I'm really fine with Amazon -- but I'd be much more fine by seeing them reduced via antitrust actions, with the goal of seeing more competition.
First, I'd like to separate AWS from Amazon the Bazaar. It's just too much control over _both_ the Internet (including all other e-commerce) and retail merchandise commerce.
It's like they own the railroads, the ports, the trucks, and the stores -- we've seen the Robber Baron movie already.