> sooner or later they're going to land in your space. Absolutely. I've seen this a handful of times with companies I consult, where they suddenly find themsel

> sooner or later they're going to land in your space. Absolutely. I've seen this a handful of times with companies I consult, where they suddenly find themselves competing with AWS. I call it the November surprise because it happens around Re:Invent. There are several reasons this is a tough thing to compete against, and AWS's vertical integration is just one of them. I've already written about them and also how to come out ahead if you find yourself in this situation: https://www.gkogan.co/blog/big-cloud/ https://www.gkogan.co/blog/big-cloud/