Aren't you forgetting someone?
It is ok to mention Amazon but Microsoft are in this cloudy Biz as well....
I am sure that the MS grand Plan for world domination is to be the one stop shop for everything in the IT world. Who will need anything but a thin client when Azure is behind everything (with a windows 10 frontage naturally)
Well, that is my take on what they are trying to do. If that succeeds then they will well and truly 'own' you.