It's called the Hotel California...
Cos it's inexpensive to get your data in (ingress costs), and very expensive to get your data out (egress).
AWS, Azure, etc., give you so, so, so many tools to get your data (unstructured, semi-structured, structured) IN but only a few to get your data OUT.
HPE is just crying along with every other vendor because they are losing business to traditional CapEx revenue to the new norm of IT, OpEx. That's why we're seeing these vendors either attempt to beat 'em (better have a lot of cash on hand), or join 'em (because, eh, now that we're in the new Rome...).