The lock-in really comes from AWS-specific services. Redis, Mongo, etc will have the same API no matter where you're hosting them, so it's pretty trivial to point your client-side code to a different cloud-hosted Redis instance if you find AWS lacking there.
It's used in combination with Azure Active Directory, so the modality isn't 1:1 with AWS. But Managed Identities[3] is a feature that's rolling out across Azure which simplifies the model a bit, since it negates the need to create service principles in AAD beforehand.
[1] https://docs.microsoft.com/en-us/azure/role-based-access-con...
[2] https://docs.microsoft.com/en-us/azure/role-based-access-con...
[3] https://docs.microsoft.com/en-us/azure/active-directory/mana...
Depending on the startup, that may make sense if it allows for fast iteration.
If a startup is trying to achieve product market fit, having a huge AWS bill is a good problem to have, since it means the product is actually successful.
You’re always tied into your infrastructure once you have any type of scale. The pain of migration is huge.
I once worked with a company whose entire workflow was integrated with six or seven vendors through APIs.
Have you ever worked in the healthcare industry? The level of lock-in they have to their EMR/EHR would make you cry.
Why would any startup shackle themselves to AWS or any cloud when it's not portable?
Lambdas, in particular, seem like the worst idea in the history of ideas. Once your org adopts them, how do you keep track of these mysterious, business-critical pieces of functionality? How do you ever plan to port them to something else? It seems like you become an Amazon customer forever.
I am incredibly skeptical of cloud at this point. If the other infrastructure and platform concerns of OS upgrades, patches, etc. were handled in an automated way, I'd strongly consider running Kubernetes on bare metal. Data centers and colocation all the way.
I'm eager for self-management of k8s, DBs, Redis, etc. to be automated with tooling. On-prem, but easy to maintain.
edit: wow, from +3 to 0 after an hour. I maintain that I articulated my opinion well in an unbiased way.