[thehardsphere]

That's because you're viewing this situation entirely from within your prior beliefs about large corporations, which somehow have convinced you that only 3 or 4 hosting companies exist and everyone must use them.

Exactly how do you figure this? There are lots of alternatives to S3:

1. All the cloud stuff, which is the new fangled hotness (3 to 4 companies)

2. Non-cloud hosting providers (hundreds of them, from shared hosting to VPSs and above, and usually cheaper if you don't have high traffic)

3. Hosting your own stuff on your own hardware, which is the cheapest if you really need it, and can be done in a data center just about anywhere in the world with good internet.

So, what planet is this that you live on where 3 to 4 companies handle all hosting and we have to use them?