Amazon removes the database scaling wall
scripting.com
scripting.com
They want the walls in place, the walls limits the list of their potential competitors in their key market of search.
The problem is that once one big player releases a service or technology that start leveling the playing field, your only choices are to join the band wagon or be left behind.
I think Google and Microsoft are asleep at the wheel while Amazon is forging ahead becoming the leading provider of internet infrastructure for the next generation of startups.