I don't think there is a point where you don't try to get as much as marketing as possible and Jeff Bezos is a very ambitious person who likes to be seen as "cr

I don't think there is a point where you don't try to get as much as marketing as possible and Jeff Bezos is a very ambitious person who likes to be seen as "crazy but very successful innovator". As far as I can see, Amazon has only two major man-in-the-middle parties left: the parcel services and banks. My guess is that Amazon tries to buy or build their own parcel service company in areas where parcel services don't compete enough (= not cheap and fast enough for Amazon). This PrimeAir marketing stunt could therefor be a message to their current parcel services to get faster and cheaper OR amazon will enter the market and do it themselves.