But relying on other people's kingdom isn't free either, that comes with a cost.
The fallacy I hear often is that because something like AWS is sooo much more expensive than co-location or VPS, that it must be easier.
Yeah, it can be... sometimes. It almost never is. You trade off the complexity for new complexity. You replace your sysadmins with Dev Ops. It's not like it just magically gets better.
It's the same way with a lot of things. A more expensive car is not necessarily better. It can be, sometimes, if you're very careful and know what you're doing. More expensive clothes aren't better either. Popularity factors into this, too. Just because something is popular doesn't mean it's good. Plenty of really shitty things become popular.
You can absolutely build your application without relying on other companies too much. I'm not saying you need to go rogue, but you also don't need to use every single Google feature under the sun to, like, display some photos. And, if you do that, that's actually probably way worse and more expensive (effort + money) than if you didn't.