This reminds me of Cloudflare's focus on the innovator's solution and how they justified competing against giants like AWS and Google. They created a new market focused on startup adoption, based on ease of adoption and more reasonable costs (free egress fees on R2 for example, to reduce data lock-in concerns).

Detailed article from Stratechery here that's worth a read - https://stratechery.com/2021/cloudflares-disruption/