Most of my customers (small VPS host here) don't like the companies behind AWS, Azure, and Google Cloud, especially the amount of influence they have in the world and how they wield it. And the pricing often isn't that much different between a small VPS host and either a cloud provider or one of the larger VPS providers (Akamai/Linode, Digital Ocean, etc.) - larger providers have economies of scale, but smaller providers don't have as much overhead for paying sales and C-suite.
There's also the human touch in terms of who you talk to: a lot of the smallest VPS hosts are 1-2 people, both technical, so customer support = sysadmin = contact for everything.
There's also the human touch in terms of who you talk to: a lot of the smallest VPS hosts are 1-2 people, both technical, so customer support = sysadmin = contact for everything.