1. It’s a problem of perspective. Large companies worry about lock-in because *their* strategy is to lock customers in and then raise prices - so, naturally, they are fearful of this happening to them. They think low prices are a sales gimmick, not a long-term strategy.
https://twitter.com/ajaynairthinks/status/1069797302724812801
2. No one wants to get fired. BigCo tech projects are always over budget, behind schedule, and under-performant - making it worse by going multi-cloud won’t get you fired. But if the ‘lock-in’ boogeyman shows up one day and it’s your fault, you’re fired.
3. All of their peers are worried about lock-in. It’s better to be mediocre, die slowly, and have it be everyone’s fault than it is to do something different & have it be your fault. “No one ever got fired for going multi-cloud” is the new “no one ever got fired for buying IBM.”
4. Cloud computing lock-in really is different. In nearly every other industry, lock-in leads to price gouging or service degradation. But because Amazon is always trying to offer more and charge less, *all the providers* have to adopt this strategy. 
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