<i>"I use AWS for a lot of things, but I strongly regard the cloud as just another tool, to be used as occasion demands, rather than because the high priests say you should."</i><p>He's right. Evaluate your needs and use it if it makes sense. Not a very controversial opinion, I think!<p>The problem is, how do you evaluate your needs if you aren't an expert in <i>either</i> self-hosting or using managed services (AWS)? I think you should treat it like going to a doctor: get two opinions from two different senior professionals in two different specializations. And definitely make an assessment based on real numbers. Try to get ballpark figures from similar-sized businesses about their costs (capex/opex, infrastructure, staff) and requirements (expertise, time-to-market, FRs/NFRs, regulations, etc). Building a business is a huge thing, and how you use technology can either be a hindrance or an accelerator, but it has to fit your use case.