Price matching is certainly one way to do it. Azure does run linux by the way (a lot of people don't know that).
One thing I've been going back and forth about is whether I "trust" Google App Engine or Microsoft Azure more. Both are juggernauts but Microsoft seems very intent on staying and competing in this space.
For what it's worth I've used Azure before and don't find the interface too bad. Also for spinning up the latest and greatest Windows Server instance you can't really beat Azure.