I found this bit particularly revealing:
"Amazon’s most effective union-busting tactic was requiring employees to attend so-called captive audience meetings. The presentations were a study in psychological projection. Amazon, a publicly traded for-profit corporation that maximizes shareholder value and refers to its employees as “associates,” was presented as a “family.” Meanwhile, unions—nonprofit organizations whose members call each other “brother” and “sister” and who elect their own leaders—were framed as businesses run by “bosses.” The workers were told that the union, being a business, had come to Bessemer only to squeeze a profit out of them, whereas Amazon, being a family, had arrived to aid a struggling community."