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This is absolutely not true. Customers regularly shift spends in the >= 7-digit between cloud providers. Yes, it takes planning, and it takes many engineer-months of work, but it definitely happens.

And also factor in (1) the claim that most cloud growth is ahead of us, eg. moving large customers from on-prem to cloud, and (2) it would be terrible policy to try to charge existing customers more than new customers.

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>> it would be terrible policy to try to charge existing customers more than new customers.

Companies do this very, very often. This is part of the reason why they have a "call the sales department for special pricing" option. They can give large contracts a nice discount to get them onboard, then slowly (or in some cases, if they really think they have you hooked, not so slowly) ratchet up the price. This is common in both B2c and B2B businesses.

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