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"most important thing from an interoperability perspective is substitutability"

Depends who your audience is- For Enterprises as you correctly mentioned lock-in is just dimension today but might become more important over the years as other now-important aspects like pricing , Security get commoditized.

For Small Businesses. They actually want lock in. by want - I really mean a tightly integrated stack and do not care about standards as much as the cost of operations.

As a cloud vendor you have to decide who are you catering towards.

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