Amazon seem to have a disadvantage here though. This kind of tool is aimed at non-developers who want to glue stuff together. With Zapier, they register an account and get stuck in – straightforward. With AWS, they register an account and are instantly overwhelmed with a million different things. AWS is too big and unfocused for the target market. I've seen developers hit a wall once they get on board AWS because it's just too much to deal with. You think the AWS dashboard is any friendlier to non-developers?