Re: Elastic
Small business owners have lacked IT expertise/clue since the dawn of computing.
And yes, I do blame them if they're so massively naive as to unquestioningly believe marketing. Most people wise up to that when they're about 5 years old, put a toy on their Christmas list off the back of exciting puffery, and receive underwhelming plastic tat.
Luckily, nowadays most sensible small businesses don't try to train their admin assistant to juggle EC2 instances, but instead go for a collection of SaaS. Many of those are horrible, and it is a lemon market, yet it's still almost always better than them trying to muddle through themselves.