I find it hard to put into words but something about their service (which I've been on the beta of) feels more "direct" than AWS. I like and use AWS (EC2 and S3) but it feels like swimming in (tasty) treacle with layer upon layer of abstraction and minor delays (how long to boot an instance sometimes..?) Brightbox has its own downsides but there's a certain immediacy and directness to it that I find hard to explain here.