Behind the scenes activity is rarely so overt that one can point to "concrete" examples, and there's a lot of plausible deniability. Surely many people are just trying to cash in on the fad (cynics as above), and they hire developers or engineers (more likely naive than cynical), and both parties end up throwing fuel on the fire, as they're both now invested in it both monetarily and emotionally. These people are, partially unwittingly, doing most of the dirty work.

I think the zeitgeist is manipulated by large players like Google and Amazon to promote their cloud offerings. They know everyone is going to follow them wherever they go head first. Thus, they focus on driving the industry toward rented hardware that they can sell at a large markup, and gives them many other ancillary advantages, not the least of which is making large swaths of the internet's infrastructure dependent on themselves, a very powerful position to be in.

There are even articles that freely admit Google released Kubernetes to get more people on its cloud [0], and they run industry groups like the CNCF ("Cloud Native Computing Foundation") to promote the idea that running your own hardware is the devil, and why don't you just let Google handle it all for you, OK sweetheart? You wouldn't want people to call you a philistine, would you? Google is cutting-edge, and you're just a working slob.

Nevermind that a lot of people are adopting k8s only because cloud servers are so expensive, and they're looking for a way to consolidate that expense. Amazon should be trying to counteract Google here and stress the high labor costs associated with running a k8s cluster and the pre-requisite conversion of apps to work well on one.

Most people don't need something like k8s and, for that matter, most people don't need something like TensorFlow. Google releases these things because they have one big positive net effect: a lot of people paying a lot of money for cloud servers.

There is no reason to run a real database like PgSQL on Kubernetes. None. If you want to do this, you are a victim.

VCs are looking for a similar type of influence, just on a smaller scale, by getting into dev tools. Dev tools are the key to platform dominance; they are, after all, the root from which the software which will keep people on your platform arises.

Microsoft understood this, which is why they were crapping themselves when Java picked up steam in the mid-90s, why they had to supplant NetScape, and why Steve Ballmer had a conniption yelling "DEVELOPERS!" not too long after that [1]. It's why they've continued to pour billions and billions of dollars into .NET and Visual Studio down to this day.

It's also why they're making moves into new platforms like TypeScript and hiring away major k8s contributors: they hired k8s co-founder Brendan Burns [2] and their acquisition of Deis was announced just this week [3]. They want to retain as much platform influence/control as possible.

Once you have the developer, and by extension the user, on your platform, there are many ways to trap them and make them give you money. Lock-in has always been the holy grail in software because it's the best way to make money. Lock-in is gained by platform control.

We need to watch our butts here and be careful about what we're willing to believe. There are many vultures looking to get a piece; I've seen this amp up ridiculously over the last 10 years, and I don't think we're even at critical mass.

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[0] https://www.wired.com/2015/06/google-kubernetes-says-future-... ; Google's PR has been meddling here, the title used to read "Google open-sourced Kubernetes to boost its cloud", see https://news.ycombinator.com/item?id=9693853 (from 672 days ago)

[1] https://www.youtube.com/watch?v=Vhh_GeBPOhs

[2] http://www.crn.com/news/cloud/300081316/microsoft-hires-goog...

[3] https://deis.com/blog/2017/deis-to-join-microsoft/