To be truly impartial I don't think you should even evaluate their claims directly. This allows them to focus the comparison on things they care about, not the things you care about. Instead you should decide what problems you need solving, and evaluate solutions to those problems against your own rubric.

It seems to me that the original poster meant "listen" in the sense of "believe," not "listen" in the sense of "hear."

You are correct, I simply mean we should keep in mind that they are also selling something.

If you ask an AWS consultant what the best solution for your problem is, don't be surprised if the answer is AWS.

“Listen” is being used in a non-literal way here, with the meaning “to accept as true”.