just where could it go?
I can see how the AWS model is a capex free way to grow their business to scale, but with a few years of reliable multi-million user traffic stats I'd think they could save a pile over 5-10 years by building their own datacentres. I'd be surprised if they're not already recruiting with that in mind for the long term.
The big thing you'd need to make that possible is a pool of developers who are familiar with and enthusiastic about your software and the kinds of problems you need to solve so that you can rapidly replicate the AWS features you rely on in an inhouse setup. I wonder how they could solve that?
Oh, look, they're running a competition.