So, this landed in my mailbox last week.

It’s an extremely transparent attempt by the world’s biggest corporation to try to make itself seem all Vermonty: Cozy, human-scaled, not at all the most voracious shark in the ocean. Problem is, the flannel shirt still has a sales tag on the collar and the jeans and work boots are unsullied by exposure to dirt, mud, or physical labor.

I have to assume this is a PR blitz related to the ongoing controversy in Essex, where Amazon wants to build a 107,000-square-foot distribution facility in an industrial park, a proposal that has outraged many area residents. Now, I live nowhere near Essex, so I don’t know why Amazon is trying to convince me that its purpose in life is enabling human-scale entrepreneurship. Probably the difference between a mass mailing to Essex and a mailing to the entire state of Vermont is mere pocket change for Jeff Bezos. (I’m imagining him cackling softly and caressing a snow-white cat while approving this piece of corporate greenwashing.)

Do I have to critique this thing? Well, I guess I do. I am the one writing about it, after all.

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