We work with small-mid startups and not many of those use Azure :) IME, azure has higher adoption once there is a CIO in the company.

However, in the Argonaut context, that only limits the overall infra management piece where we don't have a seamless integration using IAM roles and can't provision infra like dbs and queues. The app deployments to Azure kubernetes (or any k8s cluster) work seamlessly though, and some of our customers deploy to AKS in this manner.