Microsoft “won” the European market though, by being extremely quick to adopt European policies and offering really, really great support. I took AWS a while to get out of the legal grey area, and their support is still pretty mediocre because they rely too much on automation, which may be more efficient, but being able to call Seattle directly is a tremendous selling point for governments. Also having office365 helped Microsoft sell Azure quite a bit.

Google on the other hand are still in the legal grey area, and they’re even more automated than AWS.

I say “won”, because there isn’t a clear monopoly in Europe, and AWS allied themselves with a bunch of lobbying powerhouses like Deloitte and EY, but I’d say Azure is still far ahead.