We used to price out an AWS transition every year at an old job. As well as managed hosting providers. 6-7 years in Hetzner reached parity with our colo setup a

We used to price out an AWS transition every year at an old job. As well as managed hosting providers. 6-7 years in Hetzner reached parity with our colo setup and we started using them (our colos were near London, with London real estate prices). AWS however never got within a factor of 2. Which is fine for many businesses where a 2x on hosting does little to your margins, or you e.g. serve customers whose infra is in AWS, but for my employer at the time, moving to AWS would have meant bankruptcy.