Way back when I was starting as a systems engineer at one of them-thar unix workstation companies, my mentor in sales laid down a bit of learning on me.
He said "anything you give away for free has no value." His context was that here we are selling big expensive hardware, and while the software is cheap, it wasn't free. I wanted it to be free so as to lower barriers to use the systems. I wanted dev environments to be free, and pay for support if you need it. Again, to increase usage.
You can see similar concepts in what companies decide has no value, by what they are willing to bundle for "free". Cell phone plans in the use are doing 2-for-1 deals of some sort. The carriers believe their services have value, and the phones are merely a means to deliver their value.
OTOH, the cell phone vendors believe their devices are the value, and try to give away software they think will make their devices look better.
Yeah, I know, you pay for it in the end. Costs are always borne by the customers.
Amazon is leveraging its market dominance in ways that are hard to view other than as anti-competitive. I do suspect that eventually, they will be held to task for that. But that they will likely keep operating in that manner for as long as possible.
Azure, with its shared success model, may actually manage to convince OSS projects to work more closely with them. It would not surprise me in the least to see licenses rewritten to be friendly to the shared success model, and hostile to the do whatever it is you want model.