There's a one thing about this that don't add up for me: the argument is that AWS should separate from AMZN because AMZN is damaging AWS's brand. But the example of WashPo is great! WashPo isn't owned by AMZN. It's owned by Jeff. Amazon still gets it in the neck because of WashPo. If you spun off AWS that wouldn't change - not unless you seriously expect Jeff Bezos to spin off AWS and then sell off his interest in AWS - the most successful part of his business empire.