Amazon is forcing elastic to make money from their hosted offering, instead of their proprietary x-pack modules. Professional Services don’t scale as software do (compare AWS with Rackspace) - so I’m ignoring that income stream for now. Basically, they are trying to force Elastic into the AWS red ocean. Elastic, in response, would have to make a technology leap in order to best solve their customers problems. Examples include: Integrated data prediction, anomaly detections, clustering (online machine learning). Seamless multi region cluster deployment (with some consistency guarantee)...