Good. "We don't want you doing shady things that damage the brand's reputation in order to make a buck" is the kind of message shareholders should be sending to all companies.

Edit: Apparently I'm wrong and shareholders should be pushing for profits regardless of means?

I know Amazon isn't exactly known for treating people well but they're no Monsanto or Blackwater either. Amazon sells to consumers and is therefore dependent on public opinion to make sales. With the increasing public awareness of just how pervasive consumer tracking is it's becoming a touchy subject. If Amazon wants to keep expanding its market share for home goods then anything that risks associating its brand with government tracking is a very high risk. That would make me uncomfortable if I had Amazon shares.