SpaceX is more “family owned” than Walmart.

That doesn't seem at odds with what they said. The Waltons are a family, which illustrates the point of what a fully "family-owned" business might look like compared to one with external shareholders pretty directly. I don't think it's that hard to understand that giving the Walton's 100% of the stock seems unlikely to address any concerns people have with Walmart, which is evidence of their point that maybe "family-owned" is a red herring.