My mother, who lives in remote mountains in Japan, is a die-hard Amazon Prime fan. Why? Because it manages to deliver any item to her place across many SKUs. It's more convenient -and often faster- for her to order something on Amazon than to drive 30 minutes to shop at the closest electronics shop. I've been amazed with how good Amazon's logistics is even in rural Japan.
The elusive "aha" moment is actually not that complicated in theory: just provide value faster than alternatives while ensuring quality. In Uber/Lyft's case, it's a safe ride from A to Z arriving in a few minutes. In Amazon Prime's case, it's any merchandise on your doorstep. In AWS's case, it's computing resources at your fingertips in minutes.
It's easier said than done =)