If you are in the resale market, it is a given that your customers will be running apps that are, technically duplicated among the various instances running on

If you are in the resale market, it is a given that your customers will be running apps that are, technically duplicated among the various instances running on the host. But this is not, in fact, a waste at all. It is a feature of the service: These customers expect to have control of their entire instance. It is what they are paying for. It is why they choose to rent a VM rather than use an application services provider. There are plenty of alternatives now. For example, you may choose to deploy on Elastic Beanstalk, rather than EC2. The efficiency of such deployments will be reflected in the price.