Much of IT spending is controlled by people that aren't technical and don't really understand what they're buying. No tech firm is going to choose IBM cloud but plenty of corporations will.
Anyone who has been connected to the internet knows the current cloud standards are set by AWS and Azure (maybe with Google and Oracle thrown in there as decorations).
Not really. If you’re eg a Retail corporation, you would not want to spend a dime on AWS. So it’s usually not just tech that’s involved in making these decisions.