The article misses the Amazon competitive problem. Quite a few retail companies will not do business with companies that host on AWS infrastructure (e.g. Walmart).
Original comment:
You mean like this part of the article?
If you deliver a product on top of a third party cloud platform, that cloud can see all the telemetry data. Such access becomes problematic when that same cloud platform offers a competing product, which is why no big retailer would ever run their e-commerce operation on AWS.
That said, it was still an AWS/Azure/GCP discussion.