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Of course there were variants – we preferred PostGres to MySQL and many people used other programming languages than PHP. They started by offering cloud storage (S3) on a super cheap, pay-as-you consume basis. They then launched processing capabilities (EC2) and we startups suddenly didn’t need to buy production servers.
Especially when there are things like: Amazon S3 / EC2 / AWS outage this morning. Of course, there are still caveats - can they pass data security audits, what is your downtime risk and cost of downtime, what's the risk of the platform vendor. Amazon EC2 - uses it for natural language processing. Not for batch processing.
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