Re: Google and AWS can where Sun couldn't?
The end of Denard scaling, and Intel fumbling the 10nm transition. Intel used to wield an unbreakable year-or-two process technology lead over all of the other fabs, and did not fabricate for other designers: they had to use the merchant fabricators (IBM/AMD which became Global Foundaries which gave up at 14nm, Samsung, TSMC, UMC, and others). Only TSMC and Samsung are still on the bleeding edge, and they will fab parts for anyone who pays.
The other factor is that previously only Intel, MIPS, DEC (Alpha) and IBM were designing big, wide, out-of-order speculative architectures. Speculation wastes work effort, and so run hotter than you want for battery powered devices. Well, that was the case until the speculation became really good, and the battery-powered devices needed to run desktop-style workloads. Now there are big, wide speculative out-of-order designs for all of them.