Despite only being two to three days old, this New York TImes Amazon expose has generated 5,735+ comments. And a rebuttal by Amazon’s founder and CEO, Jeff Bezos.

First, let’s acknowledge that the trustworthiness of the Times’s investigative reporting has regrettably slipped in recent years. Despite that, it’s an amazing peek inside the company that so many consumers, myself included, have to this point mindlessly supported. And by amazing, I mean really disturbing.

It’s a precautionary tale for any business or organization that believes data analysis or “metrics” is the answer to all problems.

Bezos says its not the company he knows. That probably means he’s completely lost touch with most of his employees’ day-to-day realities.

Amazonians’ long hours and personal sacrifices might make sense if it had a more inspiring mission than sell more shit and dominate retail. Another reminder that materialism shapes 21st Century U.S. life and wealth is a powerful motivator.

In skimming a small cross-section of the comments, I was struck by how many readers said they were completely cutting the Amazon chord. Will they follow through? Will they slow the giant retail supertanker? Time will tell.