There is still lots that Amazon does that is unique and proprietary. And it has tons of respect in the industry.
But as more becomes standardized on Kubernetes and more becomes automated via Service Providers, it will make further commoditize the market.
Google needs to do the following: - Better CDN that can work with any origin. - Work hard on getting Service Providers/Service Catalog into Kubernetes with all the latest Google Services (it is very patchy support at the moment.) - Buy Gitlab and support the shit out of it -- that is one great product.
If you take a step away from the spiral that is AWS PaaS / SaaS services, k8s isn't that dissimilar to EC2, VPC, EBS, and IAM and thus a lot of the same arguments around lock-in apply.
This will become more obvious as people put windows VMs on k8s because it's there and they can.
At least this is my impression.