The switching cost for retail is really low; one Google and you know where you can get the same product for a potential lower price. This means that to win in the retail business you have to accept incredible low margins or even periodically a loss. Online retail is almost a &#x27;perfect&#x27; market.<p>While with hosting, it isn&#x27;t as easy to switch. When you have chosen AWS, of course you can switch to another vendor, but that is not without an investment in time and money. The higher the switching cost, the more you can raise the price above cost without customers (immediately) running away.