If Jeff Bezos has taught us anything, it’s that anything Amazonian is big—including his company's e-commerce muscles, fodder for comedy and ambitions as a consumer gadgets company.Apparently, so are its flops, as well as the CEO and founder's power of denial. Because, as the spectacular failure known as the Fire Phone singes Bezos' Amazon—forcing it to take a $170 million writedown, according to the latest quarterly earnings report on Thursday—the honcho is too busy to notice.