AWS has 150 services or so now. How many of those does a 12 employee small business need? None most likely. That business's site gets maybe 1,000 or 3,000 or 10,000 hits per month. It's an absurdity to throw all the new tools, libraries, cloud tech etc. at that. Most of the Web looks like that small site, most sites on the Web get very little traffic. So little that you could run it on a $5 Digital Ocean instance and have over 95% of the droplet's use capacity to spare.
Does my insurance agent, who operates his own small business, need machine learning? No. And to the extent he does, it'll be built into the tools provided by various insurance carriers, entirely hidden from his daily business operation activities.
So who actually needs all of these tools? You nailed it, it's almost entirely isolated to the 0.1% group, the Facebooks, et al.