They actually do all of these already. Most of their development and marketing for the last couple years has been pushing their add-ons (things like machine learning, threat detection, application tracing), that are only available on their cloud or on-prem with a paid subscription.

Cloud partnerships: https://www.elastic.co/partners/microsoft-azure https://www.elastic.co/partners/google-cloud

So that's what's really puzzling to me, what's really driving this change? Is their considerable revenue from all of that still not enough to justify their valuation and growth? Or is it really just a personal vendetta against AWS?