So, at the moment Snowflake beat all the cloud providers at usability, but what stops them from improving their offerings using the tech Snowflake can't match b

So, at the moment Snowflake beat all the cloud providers at usability, but what stops them from improving their offerings using the tech Snowflake can't match because it doesn't own the hardware? Like, as far as I understand AWS Aurora could only be offered by Amazon because it uses interfaces available only internally. Also, it seems that DWH/analytics landscape changes very rapidly, isn't being "long Snowflake" is actually "short progress"?