Consider that AWS has always been incredibly expensive. If you can't compete with AWS on price, then sure, it should be disheartening, but then you should take a long hard look at why.
Otherwise let AWS grow the market, and look for opportunities to serve people who don't want to pay the AWS premium and/or to plug feature holes.
Otherwise let AWS grow the market, and look for opportunities to serve people who don't want to pay the AWS premium and/or to plug feature holes.