I actually received an ARC recently; the title escapes my memory at the moment, but the gist is that Wal-mart has cleaned up its act and become more ethical recently. I'm extremely skeptical, but I'll give it a read.
I do think that Amazon is losing the PR battle on this front. I live in Texas, and I have to say that the local attitudes towards how Amazon conducted itself down here have been extremely negative (myself included). Honestly, I agree with the OP that, if anything else, Amazon could and should be characterizing this issue very differently.