Fair. I'm biased as someone who has worked with public and private enterprise clients in F500 security/healthcare/government sectors where there's been reluctance to adopt some of these solutions. Amazon offering this natively might mean:
1) I won't have to rely on a smaller third party to have access to my data for connecting & processing that may or may not match my data regulatory requirements (compliance, protection, residency, etc) and
2) it's one less vendor to deal with at a price that's hard to beat in a time when many companies are consolidating systems spend.