They're not competing, they're cooperatively building a potemkin village so that they have a cloud story to tell Wall Street and the tech press. AWS is steamrollering everyone, but most of them incorrectly imagine AWS to be a mashup between VMware and a payday lender scam. They've been content to put people on stage every six months to peddle this-actually-works happy-talk.
Dell tells the story. February 5, 2013: Dell announces plans to go private. May 20, 2013: Dell abandons Openstack.