Sometimes, the medium is indeed the message. When the just-announced Melania Trump documentary comes out later this year, for instance, it will likely be less known for its content than for where people are watching it: on Amazon Prime Video.

If Amazon’s streaming service were merely carrying the film as one of the myriad titles it shuffles in and out each month, chances are it wouldn’t raise many eyebrows. The project will arrive, however, as an Amazon Studios original, with the company reportedly also splashing out on a theatrical run. (Melania Trump herself is credited as an executive producer, and the film is being directed by Brett Ratner, a former Hollywood hitmaker who has been on hiatus since six women accused him of sexual misconduct in 2017.) While it may mark Amazon’s first toe-dip into MAGA-friendly pop culture, this deal is just the latest example of tech execs like Amazon founder Jeff Bezos openly ingratiating themselves with Donald Trump as he returns to the White House. It might only be the beginning.

The Washington Post, which Bezos owns, made an unexpected step in the waning days of the election. It declined to endorse a candidate for the first time in decades. Although the reasoning Bezos offered to support the decision—that such endorsements “create a perception of bias”—is difficult to argue, the eleventh-hour timing of the announcement ruffled some feathers. In his first term, Trump regularly railed against the newspaper (and its owner) over unflattering coverage, calling it “The Amazon Washington Post,” so Bezos’s move was viewed by some as capitulation. As former editor of The Post Marty Baron

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