I think you are missing the point. AWS is modular WITHIN AWS. It's not a decentralised modular system. ie, it can't play well with existing companies because of the hefty egress prices they charge. The point in the article is that, maybe, if you take away the egress fees that opens up a new world where services of different companies can play together nicely (instead of waiting for AWS to implement something), and that creates a new form of innovation that we can't quite predict that could possibly compete with AWS