The "you" in the comparison changes as well, though. Indeed, the copy for (say) EC2 isn't comprehensible to the same people that the copy for Elastic Beanstock is. But different people will be reading the copy for those two things. The person AWS is selling EC2 to isn't a newbie developer wanting to run their app; it's someone wanting to build out something like Heroku: someone with lots of system-architecture experience.
Or, to put it more simply: the intended audience for AWS ad copy is exactly the set of people who are currently trying to compare some specific AWS service to similar services of competitors. AWS is never trying to "create a need" for something nobody was already asking for; they're just trying to serve the needs people already do have better/cheaper/more flexibly.
Or, to put it more simply: the intended audience for AWS ad copy is exactly the set of people who are currently trying to compare some specific AWS service to similar services of competitors. AWS is never trying to "create a need" for something nobody was already asking for; they're just trying to serve the needs people already do have better/cheaper/more flexibly.