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I can only imagine the PR backstory for this puff piece.

Bezos is gearing up to be a major player in DC, and the times wrote that infamous piece on how bad Amazon is. Although that's sort of a conspiratorial theory, which may or may not be true.

It's also possible that he's now the richest person ever (not accounting for inflation), so it's a good time to write an article about such an individual. There are probably a bunch of similar articles on Bill Gates from his tenure.

Bezos has been quite elusive when it comes to publicity and interviews since the dotcom bubble era ended (until recently). He went from being quite public early on, to being very tamped down after, heavily limiting press access. Perhaps his experience during that era, what Amazon went through with the press after everything soured, caused that.

From the mid 1980s forward, Gates was always in the public light, always prominent in the tech world in terms of press and interviews, always at CES and doing industry conferences, speeches, et al. He was Microsoft's chief promoter and an extremely public persona. Nearly the exact opposite of how Bezos was from ~2003-2015.

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