By Pete Bartolik 

Amazon Web Services (AWS), the largest public cloud vendor, is aiming to lock in its partners who deal directly with end-customers. At AWS re:Invent last November, AWS CEO Andy Jassy reportedly urged partners to stop hedging and go all-in with AWS. “The reality is, we are going to direct business to our partners who are committed and who really understand the platform because our customers want partners who understand the details of our platform,” Jassy said, according to a ZDNet report.

Oracle is even more brazen, according to Jason Bloomberg, president of industry analyst firm Intellyx, who offers a stinging indictment in Forbes that the company is engineering underlying hardware to optimize for its software; is “tricking customers into using features they haven’t licensed,” and then using license audits to buy cloud options; and raising rates for using its software on AWS or Microsoft Azure. Hardly surprising that they’d rather their customers run Oracle applications on Oracle cloud, where there is greater likelihood of maximizing profits over the long term.

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