For the record, working with a company because they fill a need in which you lack expertise and then creating your own version that reduces your need on them is called a switchback.
Which totally makes sense from a game theoretic standpoint. I rent a car while mine is getting fixed. I stay in a hotel for a week while a renovation is done. I rent to own while I look for the right thing to buy.
The cloud is literally rent-a-wreck or rent-to-own furniture. As a cloud provider you constantly have to be adding more features and "value", otherwise the customer will build in house. And not just to cost reduce but to get transparency of ops. Clouds are opaque, companies are wise to launch on cloud then bring in house for lots of reasons.
From the cloud providers side, view each individual customer as ephemeral. When you have a single huge customer, you aren't a business anymore, you're a contractor.
