Of course, most individuals and small companies would do best to pick a cloud-ish VPS provider. They have much better support than EC2 and small companies usually don't need hundreds of servers.
In other words, you can spin up multiple Linodes, remove them the next day, and all you're really paying for is the day you had them deployed. There's a document on Linode billing located here: http://library.linode.com/linode-platform/billing/
GoGrid (http://www.gogrid.com) also has this ability (they also have cloud-based F5 load balancing and mountable block-level storage). They have datacenters on the West and East coasts, and you can pick one when starting an instance.
Amazon on the other hand has a much more diverse offering that feels at least somewhat battle tested and polished. They offer you the ability to clone a running server with single click, backups to s3, CDN, block stores, map-reduce, etc. They've also been around for a while, which isn't proof of a good product but it gives you a better feeling that they're serious about the business of cloud hosting (not just hosting).
Not that Amazon doesn't also have its issues. I've heard multiple reports of servers simply "disappearing", which is worrisome.