James Ball writes that although Amazon’s drone plan is unlikely to happen, it did manage to minimize criticism of Amazon’s corporate practices during cybermonday:

Bezos’ neat trick has knocked several real stories about Amazon out of the way. Last week’s Panorama investigation into Amazon’s working and hiring practices, suggesting that the site’s employees had an increased risk of mental illness, is the latest in a long line of pieces about the company’s working conditions – zero-hour contracts, short breaks, and employees’ every move tracked by internal systems. Amazon’s drone debacle also moved discussion of its tax bill – another long-running controversy, sparked by the Guardian’s revelation last year that the company had UK sales of £7bn but paid no UK corporation tax – to the margins. The technology giants – Amazon, Google, Microsoft et al – have have huge direct reach to audiences and customers, the money to hire swarms of PR and communications staff, and a technology press overwhelmingly happy to incredulously print almost every word, rather than to engage in the much harder task of actually holding them to account.

Full Story: The Guardian: Amazon to deliver by drone? Don’t believe the hype

A bit more about why this won’t work from Wired