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I'm always leery of this sort of rhetoric, though I understand that strong emotions tend to being it out. One possibility that popped into my head is he wants to try to rebuild a relationship with the cadre of people that whine about mainstream media. I kinda doubt it, but it's possible. Bezos is both a long-term and strategically minded fellow. If it were the case, though, he wouldn't be able to admit it, that would undermine the whole point.
edit: I'll note, the number of people that would be swayed by a national newspaper endorsement is exactly zero. Everyone who would care is a news consumer of some sort, and thus would already have an opinion. That influences the cost/benefit.