They tried to do a LOT. An absolutely huge amount of work trying to abstract all of the existing Code* services, big chunks of other AWS services, and then corp (and non corp!) identity. The last part, getting human identity in to AWS, is such a fundamental gap. In the end its unsurprising that they couldnt get to a competitive place against gitlab/github/etc. I do hope theres more success with identity center picking up some of those IdP pieces.