In an eight-minute video address—and brilliant PR move—Amazon’s founder and chief executive, Jeffrey Bezos, explains his chief motivations as the company's leader and some of the values and principles he holds closely. Interestingly, he focuses on the following virtues that have culminated in the most successful online auctioneer in the world:

1) Obsess over customers
2) Invent
3) Think long term

Eventually Bezos uses this to lead into the announcement that Amazon is acquiring Zappos for around $850M (although he doesn't actually mention the dollar amount). He flatters Zappos, saying he gets all "weak-kneed" when he sees such "a customer-obsessed company." Bezos goes on to say he also values Zappos’ culture, brand and leadership, all of which "have poised the company for a lot of growth ahead." And then he leaves the viewer with one last pithy anecdote: It’s always Day 1.

Well done Amazon; way to be forward, direct and customer effacing before the media pundits take aim.

Tony Hsieh, the chief executive of Zappos, also deserves kudos. He immediately blogged about the deal here, saying that the company would maintain its independence within Amazon.