[mrkurt]

That's a pretty big market. Heroku got to ~$500mm of revenue while they funneled their most valuable customers to AWS. Keeping those customers around (by, say, giving them lower level primitives) would have 10x'ed that, I bet.

[sangnoir]

That's a great point. I hope it's big enough for you to not reach its boundaries, because transitioning to a larger market will fundamentally alter the nature of the org. Speaking as customer of organizations that made the transition, and as someone who lived through one on the inside