What is the longterm path for things like Redis Labs, Mongo, and Elastic, etc? They all seem to have an open source database which they in turn monetize by offering as a DBaaS. But can they really bet against AWS in the long run?

Elastic's own cloud ElasticSearch is better than AWS's notoriously bad implementation, but what if it wasn't? Elastic's cloud offering runs on AWS and other third party offerings, so all it would take would be AWS reaching relative parity in quality, and they would then surely have the upper-hand by being the cloud infrastructure their own offering is run off of. I feel like the same is true with AWS Elasticache vs Redis Labs. What if AWS reaches parity, but can additionally offer the ease of not managing 2 accounts, as well as the ease of co-locating the cache with the app server and putting it all in a VPC. What is the endgame for these DBaaS when they have AWS copying their work?