A Boeing 767 landed in Miami on Sunday afternoon, ran off the end of the runway, hit several vehicles and caught fire. Five people are dead, five injured. That's the event. The question this page exists for is smaller and stranger: whose plane was that? Because the headlines and the paperwork give different answers. * The headlines were unanimous. The Washington Post: "Amazon cargo plane crashes at Miami airport; 5 killed, 5 injured." NPR: "At least five dead after Amazon cargo plane crashes at Miami airport." CNN: "5 dead, 5 injured after Amazon cargo plane overruns runway in Miami." One brand, painted on the tail, promoted to owner of the tragedy. * Except Amazon doesn't fly planes. The aircraft was operated by 21 Air, a contract cargo carrier headquartered in North Carolina that dispatches Boeing 767s out of Miami for companies like Amazon and DHL. The crew was 21 Air's. The flight number — 7598 — was 21 Air's. Whatever the NTSB investigation eventually finds, it will be reading 21 Air's maintenance logs and 21 Air's cockpit procedures, not Amazon's. If you had never heard of 21 Air before this paragraph, that's rather the point: neither had the headlines. * So where did the actual airline show up? In CNN's story, around paragraph nine — and only inside Amazon's own press statement: "Amazon said the plane was operated by 21 Air." The company that flew the plane entered the story as a supporting character in the retailer's condolence note. * Credit where it's due: NBC News wrote "Five dead after Amazon-branded cargo plane overruns runway at Miami airport" — one word, "branded," quietly doing honest work — and had "21 Air Flight 7598" on the page by the fourth paragraph. Someone on that desk knew the difference between a paint job and an airline. * One more artifact, and it's a good one: the web address of CNN's story reads "boeing-miami-plane-overruns-runway." So the URL blames the manufacturer, the headline blames the retailer, and the operator surfaces in paragraph nine via someone else's statement. Three brands in the frame. The one actually flying the plane came last. * We get why desks do this — "Amazon plane" is instantly legible, and Amazon did hire the flight, so it's not false. But there's a cost. Amazon's entire logistics model is built on contracting out the physical, riskier work — the delivery vans, the warehouses, the freighters — so that legally, when something goes wrong, it isn't Amazon doing it. A headline that says "Amazon cargo plane" re-attaches the brand for one news cycle, and then the story fades — while 21 Air, whose safety record is the thing regulators will actually examine, never entered public consciousness at all. Naming the famous company feels like accountability. It just points the accountability at the wrong door.