As with all Amazon launches, this technology is designed [...] to lock customers further into AWS.
That's a rather negative view, isn't it ? As you say in the next sentence:
Not only does the feature not exist on other clouds...
Amazon are offering a service that no-one else provides ! You could turn the whole negativitey around and say that Amazon are developing extra services to attract new customers and to help keep existing customers by differentiating themselves from the comptetion.
Sure, someone might come along and do it differently (Better or cheaper), but Isn't this how competition works ?