I agree. There's lots of interesting services or functionality in AWS. I find that my company limits what we use, either based on money or lack of forward thinking. Plus, most of the problems we solve are trivial. There's so much I'll never get a chance to use.
By exciting, I mean pushing out research and open source, which eventually makes it into products. I have yet to see anything serious or popular comes out of Amazon. Compare this to Google and Microsoft and you can see a clear difference