Ask HN: How do you decide your cloud provider

I've engaged with a number of startups over the years (as well as one's I've been part of) and the answer to the above question is either:

- it's what we know

or

- it provides what's needed

My specific question is more around choosing one of the larger "clouds" - heroku, digital ocean, azure, aws, google, etc.

Do cost, features, etc. play into it?