People paid 100x more for their hosting when using aws cloud until they realized they never neded 99.97% uptime for their t-shirt business. Oh wait too soon. Save for post for the future.
People paid only 100x more than self hosting to use AWS until they realized that they could get a better deal by paying 200x for a service that is a wrapper over AWS but they never have to think about since it turns out that for most businesses that 100x is like 30 bucks a month.
People spent half their job figuring out self hosted infrastructure until they realized they rather just have some other company deploy their website when they make a commit.
