Yes, it's true that as part of the interview process they ask behavioral questions to try to use the leadership principles to evaluate a candidate. An example might be, "can you tell me about a time when you had to build something but you had very vague requirements". So I think the leadership principles are taken seriously, but I don't think they're treated as gospel. Bezos usually says something in the all-hands meeting like "these are our leadership principles unless you know better ones". People usually roll their eyes at the "frugality" leadership principle - the term "frupid" is used pretty frequently.

The high on-call load is a pretty frequently complaint.

I haven't worked at Google or Netflix, so I don't really have a basis for comparison.

In general, I think Amazon is a pretty demanding environment, but I think if the environment was as Streitfeld describes it, I wouldn't do well. I don't think I have that great a work ethic and I don't think I handle stress or workplace conflict particularly well, yet I've managed to be successful at Amazon.