Now, we can argue encryption and principles of least access until we're blue in the face, but when it comes down to it, Walmart execs simply don't want their data on AWS if there are alternatives. And ultimately, that's all that matters.
I don't see it as so much AWS/Google Cloud/Azure is bad, but, did you build something which is impossible to decouple from. That is an upstream cost risk. If a customer can seamlessly move between their own datacenters, AWS, Google, Azure, and so on, that is a good thing.
That is true of every cloud, certainly of Azure and GCP.
Building a "cloud independent" infrastructure is certainly possible, but it puts you at a huge disadvantage - you can't take advantage of any of the value-added services of the cloud provider.
> certainly of Azure and GCP.
Google's Kubernetes strategy means that this is currently not quite true of Google. Google must have decided that they were better off getting a large share of a smaller pie by creating an open sourcing Kubernetes. This seems quite likely to me: if Kubernetes "wins" then the profit margins will shrink due to competition but Google will be in a good position to become the premier Kubernetes hosting provider. And if Kubernetes wins, it'll be much harder for Google to lock in customers. For now and the foreseeable future both our and Google's incentives are aligned vis-a-vis open source Kubernetes. If K8S wins divergence will probably happen, but until then we'll enjoy the benefits.
Google is still a distant 3rd but without the Kubernetes strategy I think they'd be much worse off...
Use higher-level services (or even long-tail features of low-level services) that are differentiated between cloud providers from k8s, you are locked in.
Make k8s auth work cleanly with cloud auth, you're locked in.
Rely on a cloud provider service to manage master and/or worker nodes, you're locked in.
You can avoid lock-in by manually running a k8s cluster while using only the lowest-level services that every cloud providers offers (VM, block store, NFS, load balancer, maybe one or two others), but most people don't actually want to do this.
We'll never get to zero, and I'm sure that Google & Microsoft will eventually put more emphasis on complementary products that increase lock-in. But right now it's trending in the right direction.
Also, Amazon's "everything store" mentality pushes it up against industries that have never considered themselves retail before, expanding the definition of "retail" to the breaking point in some cases. A lot of companies have been surprised when Amazon expanded into an area they didn't expect, and given time a lot more companies might because there hasn't yet seemed to be a stop to Amazon's "everything store" expansion.
11 years in, AWS has never raised prices for any service AFAIK despite holding a near monopoly on public cloud for quite some time.
Even Microsoft lets its employees use Macs if they want. Use the best tool for the job.
How does anyone even find a service where it (or its providers) in some way shape or form don’t run on AWS?