There's a big difference between selling a future dream/vision and lying about past and present facts. I think that's where Theranos crossed the line. If you read SEC's complaint, they highlight multiple instances of egregiously false statements originating from the top, just to keep the story alive. Theranos went beyond simply "highlighting the amazing stuff." It began fabricating facts that it knew didn't exist. For instance, Holmes told that Theranos’ technology had been deployed by the DOD in Afghanistan when that was never the case. I don't know if Bezos ever made factually incorrect claim, that he knew was false, to raise capital.
Such lies are not the same as consistently overestimating future production levels because investors treat, or should treat, a statement of fact issued by a company differently than forward looking projections. There's a HUGE difference between saying "our company has $1B cash on the balance sheet today" VS "We predict our company will have $1B cash on the balance sheet by next year."
I think the only reason Theranos' BoD were consisted of accomplished heavy weights (rather than experts in the medical field) was to keep the story alive. A BoD consisting of medical experts would smell Holmes' BS must faster than Kissinger and Mattis might. At the same time, having Kissinger, Mattis and Boies on the Board gives a much stronger aura of legitimacy which would then allow Theranos to fly under the radar for as long as possible. Textbook definition of a "con artist."