The "?" has its reputation from what the institution and leadership appears to have created around it. That Amazon's "?" means "Drop everything and get back to me within a day because it may be of great priority to the company" is an artifact created through years of interaction.
"?" and "!" are great for a quick/informal communication of curiosity or interest.
If my partner gets an unexpected bill in her inbox and sends over a friendly "?", it doesn't carry anywhere near the meaning that Bezos intends. If I got one, it'd mean something like, "Hey, this is odd. Do you know where it came from?" It is all about broader context.