There are many more things to be competitive in other than price. Plenty of business thrive outside of the Amazon/AWS economy. If you can't find a way to change

There are many more things to be competitive in other than price. Plenty of business thrive outside of the Amazon/AWS economy. If you can't find a way to change your behavior on the basis of your beliefs, then the value of that behavior is more important than your beliefs. That is nothing to be embarrassed about, but don't be delusional and think that you have no other choice.