I build things with consideration to platform and vendor lock ins. Kube, containers, etc have resolved many deployment issues for me. For other things like authentication, logs, database, analytics, cache, search etc. There is parse, elastic/solid, postgres, redis, logio, ackee etc

Obviously, there are still many spaces left which AWS cover but most applications don't need them. Compliance is a big hurdle for businesses which they pay for. For individuals experimenting, not so much.