They are selecting for people who will "play the game" or, even better, will believe proactively.
No one with a lick of sense would believe that Amazon strive to be the best employer in the world. But someone who is capable of doing, for e.g., a highly skilled coding job and who believes that Amazon actually strives to be the best employer, is a rare beast who will likely not unionize at the drop of a hat.
The amount of blood I'll bleed for a team I've been gelling with for two years is a lot. The amount I'm going to bleed for some jackass I just met who wants me to lick his boots for a job is approximately zero.
I hated frat boys in college for the frat culture. I didn't expect to find it in dev culture as an adult. They're called Frat BOYS for a reason. Fuck hazing.