At the 2018 Re:Invent conference in Las Vegas, AWS CEO Andy Jassy said: "The world of... the old-guard commercial-grade databases has been a miserable world for the last couple of decades for most enterprises... Databases like Oracle and SQL Server are expensive, high lock-in and proprietary."
I thought something similar: unlike Amazon Prime, for example.
We lock you in but we don't wanted to be locked in. Apparently it's not a good thing (unlike Amazon Prime).