Elastic is a 10B company and have the ability to write all the proprietary code they want to compete with Amazon.

$15B actually

Don’t forget the CEO has cashed out ~$200M in stock the last two years alone and still holds $1B worth of stock, yet complains about AWS making money and changes the license so he can make even more. He likes to quote a tweet from 2015 from the CTO of AWS when they launched the Elasticsearch service in AWS. That was 6 years ago! They have had time to build a better offering with heir commercial licenses have failed. Elastic is trying to sell security now, what happens when they lose there too, change the license so any SIEM or analytics vendors have to pay them too? Elastic made a promise that the code would ALWAYS be Apache 2.0 and they went back on that promise, they lied to the community that helped build it, their customers, employees, partners and investors. The blog post about the license titles “Doubling Down on Open” is an insult to peoples’ intelligence, they are trying to play the victim because AWS is a mean bully. Well that’s business, if the CEO/founder didn’t see it coming then maybe he shouldn’t CEO? Take his billion dollars and go start something else and hand the company leadership over to someone who knows what they are doing.

I don't see this at all. The "extinguish" phase is usually done when a product is acquired by a direct competitor to acquire it's customers. Amazon doesn't have a competing product. And their platform is well-known for supporting multiple competing software products (look at their array of databases for example). And the fact that they are now supporting their own JVM to protect users from Oracle's newly aggressive licensing.

This is, perhaps, exploitation but it seems unlikely they'll kill Elastic ever.

Sorry, what is “EEE”? Brief search turns up a horse disease?

Embrace, Extend, Extinguish. Infamous strategy of Microsoft esp in the 90s.

One of the things Microsoft got anti-trusted for back in the day

They seems to be a lot better when it comes to cooperating with eg Envoy and Kubernetes communities though?

Not sure how good they are with eg MySQL and PostgreSQL, anyone know?

communities is the key word. Neither have one company behind them whose income they are eating.