1. No fixed deadline, with a few exceptions of course, for platform-related projects.
2. Promotion/salary negotiation was not tied directly to release of external features.
3. A single engineer could be responsible for more than one service for the entire company, with 24x7 oncall.
With Netflix establishing such incentives, engineers naturally focus on getting infrastructure right, to the point that oncall 24x7 is a non-issue.
So, yeah, culture matters, big time.
Edit: another incentive was that a service was measured by its adoption. The more people praised it, the more successful the service would be. Requiring meetings to get buy-in for a new service was considered a sign of potential failure. As a result, every single team focused on making the value proposition of their services obvious. Path of least resistance was a given instead of a debated topic.
With that in mind, their behavior here makes a lot more sense, and comparing it with companies who have dramatically different products, like Facebook and Google, takes a lot of effort to understand the differences and what impact they have.
The AWS "value add" is only value add in the context of being locked into AWS in the first place.
Looking at what "as a service" providers of open source software do though, that is taking it a step further, since they wrap the software in a layer that _smoothes_ out changes for the user. Going back to the rental company that would equate to the car manufacturer deciding the indicator needs to be on the right side of the steering wheel now and the rental company installing an adaptor so that it remains on the left for you, to keep the look and feel for the user the same.
Not a perfect comparison, but they never are :)