The twist is a lot big companies(Global 2000) are the least cloud savvy, being dragged kicking and screaming out of their data centers.
They don't even know what they don't know, and when Azure shows up offering AD which they already use to manage their juggernaut of a domain it feels like home. They haven't even considered lock in yet.
The teams that end up managing Azure infrastructure come from a more IT/Networking background. Azure supported UDP load balancing before AWS, and has more intuitive and easier to build internal load balancers.
AWS tends to appeal to more cloud native companies that just want to build and tend to be younger. Azure appeals to the familiarity and ease of transition for the 20 year IT squad that is trying to stay relevant.