I don't understand why AWS needs to be in the model business. They didn't develop databases, they didn't develop Kubernetes, they didn't develop Linux, and the list goes on and on.
Not a whole lot in their portfolio actually has a lot of Amazon technology behind it. They've got some mild forks here and there, and they've got some stuff like Fargate that has AWS R&D work behind it but piggybacks concepts/tech stacks that definitely didn't originate from Amazon.
A lot of their value has really nothing to do with developing the underlying technology.