[hardwaresofton]

This seems to be a large part of the business model though. A platform play only needs to get you in the door and hooked on the almost-great bit of the platform you needed.

They win when the first comment in any technical-requirements-finding session is "well AWS has <X>... that could work?".

New companies choose AWS almost by default these days, and the alphabet soup of services available means that it's got an answer for just about any paradigm you're interested in, which means there's no reason to leave.

The proliferation of half-baked services at AWS will never end. They won't become fully baked either, because that doesn't make business sense -- doing just enough to capture new business is most efficient, and in the worst case just let some partner build on your platform and offer their services.