When Amazon founder Jeff Bezos soared off to space in his New Shepard rocket, it crystallised everything that was bad and good about Amazon.

The expedition represented Bezos’ stellar ambition – the drive and purpose that has revolutionised retail and made him one of the richest people on Earth.

At the same time, it summed up the danger of hubris and disconnection from the everyday lives of customers. The tycoon’s excited thanks to staff and customers – “you guys paid for all this” – struck the wrong tone for many.