^^ Is "Barnes & Noble" on the same level as "Amazon"?
With "higher" position (here meaning being more famous, more "known" to the people) comes a higher responsibility. Two persons can say exactly the same sentence, but the meaning (and importance, the "weight") of it relies on who they are, what have they accomplished so far.
Amazon had people who trusted them so much... and those felt disappointed. Yes, you can blame the people for believing, but Amazon will take the damage of disappointing them.