I made a similar argument [1][2] about tipping the cloud computing market from vertical to horizontal integration. One important aspect of this transformation is to maintain the feel of an integrated cloud provider, and not let the customer/end-user deal with the cost of heterogeneity [3].
[1] https://www.youtube.com/watch?v=GOssXrkNYxM
[2] https://speakerdeck.com/bassam/opening-up-the-cloud-with-cro...