I think I'll point to this as one of the examples of how AWS has been scrappy and successful. (Yes, I'll get like 10 flames on this comment.) They made this nice simple API for S3 that has become a de facto standard. They added lots of features and security controls, and I can easily imagine an architect saying "everyone should just adopt S3, it's so easy!" But huge, paying customers were used to tape libraries so th…
When someone is waving money in your face and saying "please just give me the thing I want and I will give you all this money", it's ridiculous not to listen. So many competitors just don't listen.
Sometimes people build things/products/companies/whatever not because of the chase of money, but because they want to put their idea in the world. Maybe it's just a case of someone believing they can build something grander :)