This is an interesting way to look at it, thank you. However, I do think that there are certain norms, that when violated, deserve to be called out. By calling

This is an interesting way to look at it, thank you. However, I do think that there are certain norms, that when violated, deserve to be called out. By calling them out, we help enforce the norms that are important to us. For me, the norm that was violated here was "don't use the fact that you are treating disabled people decently as a way to elevate your business," which is a subset of a larger norm of "don't use disadvantaged members of our society for personal gain". Pitching this story to the press (which Amazon certainly did) is different than doing the good deed itself, and the positive benefit to their business for doing this seems like it shouldn't outweigh the social norm that has been violated. Surely there are positive moral things they have done (some recycling initiative?) that don't rely on violating the norms I listed above.