[oh-kumudo]

I think you would be surprised to see how the enterprise see simplicity as an important part of defining quality.

Having to manage across multiple different system vendors is not a trivial task, if AWS offers a half baked, yet good enough solution, the customers at least will be willing to give it a try.

Ultimately, the competitiveness of your service shouldn't be defined as whether Amazon choose to compete with you or not. If it is indeed the case, then that is something you need to rethink how to position yourself in the market.