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Imagine how easy-to-use AWS would be if AMZ had anywhere close to the level of focus on usability that Heroku consistently demonstrates.

And imagine how limited it's capabilities would be!

I'm not suggesting dumbing-down their product in any way. I'm talking about a usable, well-designed CLI and web console.

They've made quite a few incremental improvements over the years, but it's still mediocre at best.