AWS makes money from usage over consulting, and the stock value multiple on recurring usage revenue is many times the stock value of consulting billings.
AWS is relatively straightforward to developers who know infra or sysadmins who can code. But now AWS is rebalancing the API-first model and prioritizing GUIs because that drives sooner usage from traditional enterprises with ITIL IT guys who don’t want to code.
These are the same enterprises spending money on consultancies (mostly not on AWS consulting, even a decade after launch AWS still has a tiny fraction of the professional services that an IBM or an HP has) to decipher an API-driven infra and make it palatable to the mouse jockeys rather than replace dozens of manual admins with a developer or spend money training their admins to code. (Then the consultants leave and the company has no idea how to use infra-as-code.)
The enterprises are doing it wrong, AWS is accommodating them because otherwise enterprises will mess around for four or five years and never manage to move any significant percentage of workload and AWS won’t have usage revenues.