I wish gcp and aws would take some notes (or make some acquisitions) to get close to Azure Devops... It has been a natural - dare I say pleasant - exercise to move some really rancid 15-year old legacy .net sql server/stored procedure nightmare applications to the cloud and get them into modern devops pipelines. That would not even be a project I would contemplate with aws or gcp. It's actually on par cost-wise in a lot of cases with running it on-prem which is a rare thing to say about the cloud.

Azure is growing pretty damn fast. One thing they don't have over AWS however is the scale of cheap resources. If you're using public cloud properly, you should be leveraging spot instances wherever possible - and in that case, azure doesn't really have a solution here. GCP preemptible instances are closer. You can spin up a rediculous amount of machines for pennies on the dollar at 2am in us-east and I see no such solution in Azure.

So all-in-all it seems that a good chunk of Azure's growth is proprietary migrations and thus they don't have to focus too hard on being cost competitive at the hardware level.