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I wouldn't call it a scam. You need a certain level of expertise anyway, otherwise you not only screw up your service, but also, in the case of AWS, lose money. Practically speaking, the amount of work needed to set up a blog on S3 with CloudFlare is not that different from the one needed to deploy, say, a WordPress droplet on DigitalOcean. You just click a few times and it works, you can basically forget it. The only difference is that you are guaranteed not to pay more than $5 or whatever your monthly plan is.

Of course scalability is incomparable in both cases, so if it's something that really matters - and matters more than money - of course something like AWS is a better choice.