Microsoft's moat play is to integrate with Office, Teams, github, and similar. If Azure integrates into my business processes, that's huge. And if github has a pipeline straight into cloud deployment with one click, that's huge too.
AWS' moat play might be to integrate with business logistics. Amazon has business services like fulfillment which could be part of AWS. It's a deeper moat, but not as wide. No one can compete with Amazon here without dropping billions, but many businesses don't need those services (mine doesn't).
Google Workspace has a better UX than Office 365, but is not at all enterprise-ready, and is barely b2b-ready. That doesn't look likely to change soon. Google might be able to build up some kind of moat around advertising integration, in both directions, but it seems harder.
For branding, right now:
* AWS > Microsoft > Google among developers.
* Microsoft > AWS > Google among non-tech businesses.
I've never heard of cloudwars.co before this post. I will henceforth assume that they are unreliable clickbait and possibly in the tank for Microsoft.
But that fact isn't really relevant to a discussion about whether AWS or Azure is capturing more of the cloud hosting market, which is what the headline implies.
I also wonder if AWS accounts for revenue from Amazon, the retailer and the digital services provider? If so, Alphabet's "use" of GCP to power search and ads must make them the largest GCP customer and help their revenue numbers significantly. I guess, Alphabet's waiting for the most opportune time to merge those numbers in their reports to blow AWS out of the water, just for PR purposes.
Besides, I think AWS missed a trick by passing on GitHub (and instead relying on CodeDeploy/CodeCommit and half-baked other horrendous, me-too offerings). I mean, they have acquired developer tools companies before (like Cloud9 IDE). May be they'd do well to all-in for new-age dev-tools companies like repl.it and retool.com now that they don't have a run away success in a GitHub-like product which really is at the center of the software development world right now.