I wouldn't so much phrase it as "Amazon is targeting the present"; they're executing a hybrid strategy of making future-stuff to entice you (Lambda, or DynamoDB way back when) and then also cutting away all the objections you (some enterprise CTO) could have to moving 100% to their cloud stack, by making it also capable of doing everything your current private LAN/VPS/colo stack already does—even if everything your current stack already does is brain-damaged legacy stuff.

In other words, Google is building a cloud that you can only really pick up for blue-ocean ventures. AWS gives you a bunch of the same tech, but also a clear transition path: you can first duplicate all your present-day infrastructure in their cloud with little-to-no service interruption, and then start replacing it, component-wise, with the future-tech.