I don't know a lot about the huge scale side, but I tried running a teeny little server of my own on AWS, and it's way overpriced and over-complicated. You can get a single server for like 20% of the price on any number of hosting services. Digital Ocean works pretty well for me right now.
AWS is somewhat lucky in that its best market was primarily organizations where an offering like it was actually very simple and transparent is what is desired and that price / performance is not what it competes well upon. This is rather different from their main business that's very focused upon lowering costs and merely by being online is in its own way performance.
Internal IT in enterprise is so unbelievably terrible in the Fortune 500 that even the worst mass shared hosting provider probably offers more compelling value. Amazon didn't have much of a bar to cross in technicals as much as in value proposition to encourage a transition worth future benefits.
