Maybe somebody who knows the history can answer this question: how was it that Elastic didn't just own the cloud service market before the AWS service showed up

Maybe somebody who knows the history can answer this question: how was it that Elastic didn't just own the cloud service market before the AWS service showed up? They started in 2015 it appears. That should have been a good lead. [1] [1] https://www.elastic.co/blog/announcing-support-for-elastic-cloud-hosted-elasticsearch-standard https://www.elastic.co/blog/announcing-support-for-elastic-c... Edit: added source