I don't necessarily disagree with the strategy, but I'm not sure that's Bezos's own game as far as his personal finances go, or that his game is even that long in that respect. Bezos owns an 18% and declining share of the company, which he has been slowly liquidating. He owned 41% when it went public, and has been steadily selling around 1% of the company each year. So his own fortunes are becoming less and less tied to those of Amazon, except in terms of ego/reputation.