I call it "Wake building" basically building a business in the wake of a new giant. Amazon was building AWS for itself and for businesses like it. It was inventing cloud services, and it was always going to be complex and expensive. The rest of the industry didn't seem particular bothered to go run behind them, so we did. It was a fine enough strategy I think, the only people I really ever felt I needed to be careful of were Linode and Joyent, so I kept a sharp eye on them, but otherwise yeah, no much to do but listen to how SMB devs didn't want to consume AWS services and build them in a way they did. These days it seems like Matthew and Michelle over at cloudflare have picked that mission up and are doing an amazing job at it, so kudos to that team for sure! :)