Last December, exquisitely timed for the Black Friday shopping orgasm, CBS aired a very long, very serious commercial for Amazon and its pipe dream delivery drone. Only a few months later, it's trying to play the skeptic.

Amazon's Christmastime credulity started a media love-fest: virtually every mainstream and niche outlet picked up the Amazon is going to deliver packages in the sky! story, despite the fact that it was very much a story. Maybe Amazon will someday overcome the litany of logistical, technological, legal, and societal barriers making drone delivery possible. Maybe! But this story wasn't presented as a maybe, it was presented as a sensation, perfectly scheduled before the biggest shopping period of the year. It was brilliantly executed—a win for Bezos, and a black eye for 60 Minutes (the December segment followed by the more recent treatment can be viewed above).

But just this past weekend, 60 Minutes aired a new drone segment, which described aerial delivery as what it is—fun fodder for viral videos and, for now, marketing hype. What changed since the holidays? A CBS News rep told me I had it all wrong: the first segment was really "about the way Amazon operates as a business and only at the end, Jeff Bezos introduces the possibility of drone delivery as something in the future that is still years away."


60 Minutes Decided to Stop Blowing Amazon

Well, not really.