I've always thought the mysterious bit was that cloud doesn't seem like it ever gets cheaper while the cost difference between cloud and own infra and profit associated with AWS suggest it could be. Is there something structurally wrong with competition in cloud?
That's not correct. Cloud costs have steadily declined since ~ever. This is due both to the inevitable march of performance, and inflation. It used to be 1 Ivy Bridge vCPU cost $71/month, in 2014 dollars, or $90 today. But today you can get a machine of the same size class, with a dramatically faster CPU, at $30/month.
- a Intel 3770K was released in 2012 for $330 retail, or 20 CPUMark/2012$. - a AMD 7800X3D was released in 2022 for $450 retail ($330 in 2012 dollars), or 105 CPUMark/2012$ or 77 CPUMark/2023$
Looks like consumer performance/price has improved by 5.3x.
I'm not sure what exactly the math works out here for cloud hardware, since I don't really have any performance numbers. I'd still expect it to be quite a bit less improvement, since it "feels" like server CPUs have gotten better at cramming more cores on a die, rather than increase each core's performance. Looking at Xeon Platinum 8480+ (2023, MSRP $10k), there's 56 cores@3154 ST CPU Mark, vs. Xeon E7-8890 v2 (2014, MSRP $6.8k) has 15 cores@2175 ST CPU Mark.
Assuming your cloud prices are correct, and with these rough performance figures, you're getting a 4.5x cloud performance/price improvement, significantly worse than with real hardware.