2. The similarity with openshift is due to their Marketplace [1], but it pretty much ends there. Sandstorm as well for much the same reason (easy deployments of premade services).
3. Mmhm, makes sense.
As for documentation changes, please highlight what improvements your product makes to the status quo! The 'DEEP for Developers' section tells me that it adds abstraction on top of AWS' model services, but beyond that, I don't see any improvement to working on the bare metal, so to speak. Like, Sandstorm [2] (sorry, just heard about them so they're on my mind right now) says that they handle authentication themselves. That's wonderful; I hate reimplementing auth for every project! Or even PyPy [3]: I _could_ use CPython, but their product runs faster and uses less memory. Why should I bother to learn DEEP and add another level of dependency to a project?
[1]: https://marketplace.openshift.com
[2]: https://sandstorm.io/#developers
[3]: http://pypy.org/