I think many people coming up these days never really felt the effects of Vendor Lock-in. Everything is either an open enough standard or dominated so thoroughly by one player that there is no option anyway. I remember my printer not working, and saving my report that I wrote in MS Works on a floppy disk. I assumed that the computers at school would be able to read it. They had Word Perfect, and MS Word, I mean one was the same vendor, and it still didn't work. That was over 20 years ago, but I still cringe whenever I see someone using any kind of closed standard.

The idea of starting out with a single provider until you actually have things working is probably a good idea. But, I'm surprised that more companies with a certain level of steady traffic don't run their own hardware and spillover to the cloud for spikes.