But do they really, in all cases? Due to the market share of AWS for many potential customers it will come down to a decision between a) click here in the aws

But do they really, in all cases? Due to the market share of AWS for many potential customers it will come down to a decision between a) click here in the aws marketplace and have my service added to the invoice my company gets every month anyway b) start the painful process of onboarding a new vendor, get a quote, have procurement haggle with them for months etc etc etc. (overstating it a bit, I know) And that is where to me it becomes a question of using/abusing your position in the market to a certain extent..