Heck, I’ve heard the argument “We’re in retail [or insert other fittig market segments here] and Amazon is a direct competitor. Why the heck should we give them any money or any data*?” several times from several companies.

(*Where data not necessarily only meant giving them “company data” but e.g. also metadata about usage, etc. which cannot be avoided and which might give Amazon some insights)

Realistically there’s AWS and Azure, and with Azure being run by Microsoft it’s not like it’s going to be better in anyone’s minds. Google’s is a VERY distant third with no real shot to take over, and everything else is a rounding error.