AWS held its annual re:Invent customer conference this week -- and as it revealed one new service after another, one thing became clear: the company with a marketshare lead that is by Gartner's estimate 10 times bigger than its 14 closest competitors combined, has no plans to slow down or rest on its laurels. If that market lead isn't enough to shake up the competition, according to data from Gartner, AWS S3 storage is 1.6 times as large in terms of pure data stored on its servers, as all the other object storage services in their Magic Quadrant combined. All of this is bad news for competitors like IBM, Google and Microsoft (not to mention, Oracle and Alibaba), but AWS isn't just dominating because it was first (although that's part of it), it's also continuing to innovate at an astonishing rate, adding around 1000 new features every single year up from 722 just last year, according to a chart posted by CEO Andy Jassy during his re:Invent keynote. The question is, how does the competition catch up in the face of this market dominance and pure power to innovate? Dharmesh Thakker, a general partner with Battery Ventures says one saving grace is fear of vendor lock-in.