Our AWS rep is nice and cheery. He'll come into our office twice a year and bring sales engineers to hear about our upcoming projects. There's one lead developer on our team who keeps imagining systems that use half a dozen AWS services for "big data". The AWS dudes always end up talking to him the most and they definitely bait him with various pitches and, of course, feed his ego. Good thing that he's so disorganized and delayed that he never has a chance to waste company money on all that bullshit.

Having negotiated both, AWS is negotiable within a range that is much tighter than the range for enterprise sales of Cisco, EMC, etc gear. (Or AWS has better negotiators, but I've never gotten a call "Hey, Qx is about to end and I need to hit my numbers, so is there anything we can pull forward" from an AWS rep.)