As far as I can see, every company eventually becomes evil once it reaches critical mass. It's seemingly impossible to have a non-evil massive company; it's like an inevitable law of society.

Therefore, supporting non-evil businesses requires a constant engagement and dealing with small, inconvenient businesses. As soon as you get comfortable and in a routine, the business becomes profitable and popular, and really gets off the ground; you're done. You must cut all ties with that business and find a new, inconvenient, and small to medium business to trade with.

If we all stopped using AWS and started using something else, eventually it would become the same thing. It's strange and doesn't make much sense to me, though. I think it's a consequence of promoting greed in a currency-based society, but we don't exactly have any other case studies to compare against.