"Okay cool! We'll sign you up! Good luck!"

vs

"We have a migration strategy, and partners who can help you lift-and-ship or at least consult to get you a lay of the land. Try these companies and see if you're interested, and we'll help you along the way."

Google is -- thanks for reaching out, you can certainly sign up and figure it all out, here's a few books!

Amazon -- things are complex, and here's a few books to read, but I know you don't have a few years so here's some people who know how to do this, and we've ironed out how most companies succeed in migrating. Also he's a ton of incentive to move to amazon-exclusive services.