I.e. if developer A uses AWS, this does not affect developer B.
What AWS enjoy is economy of scale (huge capex) which should help reduce price (but I am not sure that this is happening), and being first to market (Nobody got fired for choosing IBM).
Basically the main value prop today, as I see it, is saving the operation costs (human cost), by offloading them to amazon.
This will be solved by Kubernetes operators.
Moreover, most of the new computational intensive workload (E.g. IOT / AI ) is better done on the edge.