Choosing EC2 and other Amazon offerings means a lot of freedom for startups, it's easy to just create a whole infrastructure at the push of a button. However, this comes at a high cost. Amazon is really expensive and once you're locked into their way of doing things, migrating away can be a near-impossible task. I think for some years, companies didn't realize how high the cost of running on EC2/S3 actually is compared to, say, a dedicated rack colocated somewhere - that's kind of a compliment to Amazon tech and marketing.

It's still not uncommon to talk to a random startup person and they'll tell you they have hosting costs in the tens of thousands of dollars per year. When you then compare this to what they're actually doing with their servers, it seems to me they're overpaying by several orders of magnitude.

I was using EC2 for years and kind of grew to accept (and ignore) its limitations. It was only when I reviewed some dedicated server plans at other providers I (re-)discovered how much raw power you can get elsewhere for the same money. Additionally, I became very frustrated with the lack of pricing transparency and inability to forecast costs - at first glance the Amazon cloud is as open as it gets but the real surprises come when you're running it for a while.

No doubt Amazon has caught on to this trend and is fighting to squeeze out some competitors that have sprung up. This pricing change is most likely directly aimed at Hetzner and other inexpensive-but-powerful hosting providers. It means they were either massively overcharging the whole time or they are using profits from other plans to offer Dedicated EC2 at a loss until the competition folds.