Earlier quoted context omitted.
Amazon / Google / Microsoft made a massive mistake by not hiring Antirez, it's chump change for them to throw him $1-2M a year at him so he can work on Redis for them full time.
I mean I love redis, but Amazon Google and Microsoft all probably have readily available in memory key/value stores at hand. Throw a little money and they can make it redis compatible, so we wouldn't have to re-write any code. Redis is great as an off-the shelf component, but it's not exactly rocket science to re-implement for a big corporation. So redis doesn't really have any leverage in my opinion.
Then their cloud-specific solutions are the up-sell (and lock-in).