“We have ambitions to use Disney+ way beyond a movie service,” exclaimed Disney CEO Bob Chapek, speaking at this week’s Wall Street Journal Tech Live event. It’s a familiar-sounding statement from streaming royalty leadership, but does it mean Disney wants to execute a reverse Amazon, by capitalizing on commerce? Or is Chapek alluding to some kind of amalgamation of Disney’s streaming properties to create an online content world-beater? Well, neither, according to Chapek, who replaced Bob Iger in the hotseat in February 2020. Instead, plans are bubbling away behind the scenes to gradually transform Disney into a “lifestyle brand” in which Disney+ will be positioned not solely as a video streaming service, but as a platform for experiential Disney engagement.…