Using principles (as stick and a carrot) is not the same as following it. That said, I do get what you're trying to say: Leadership Principles are inescapable at Amazon, whether or not you want to progress in your career, whether you know how to game it or not, those commandments are set in stone.

I'd challenge most Amazon employees to be able to even name all the principles.

I have absolutely no doubt that the extreme majority would be able to without struggling at all.