Why is Amazon CEO and world’s richest man Jeff Bezos a cowboy now? On Monday—New Year’s Eve—the Western-themed apparel store Kemo Sabe posted a video of Bezos riding a horse right on into what appears to be the entrance of its Aspen, Colorado branch (apparently accompanied by his brother, Mark).
Here’s a few guesses at just what the hell is going on here:
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It’s a metaphor for capital’s relationship with labour
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Starting on his “Western Values” theme for the 2020 elections
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Work on the horse people from Sorry to Bother You is going slower than expected
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Bezos’ hallowed feet may never touch the lowly ground, and there wasn’t a helipad like, right there in the street
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He’s a rootin’-tootin’ outlaw on the run from increasing scrutiny of Amazon’s business model
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Bezos is not, in fact, in control of the horse. No one must ever know this
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You can just ride a horse into stores in Colorado if you feel like it maybe
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Alternately, Bezos can ride a horse wherever the hell he wants
Your guess is as good as ours. Enjoy your New Year’s Eve, and please, accept the mystery.