Amazon AWS: Personalization? What Is That? Who Cares?
August 23, 2021
I read the impassioned “AWS Doesn’t Know Who I Am. Here’s Why That’s A Problem.” The individual appears to perceive himself as an Amazon-savvy professional. I learned:
My name is Ben Kehoe. I’m an AWS Serverless Hero. I’ve spoken at re:Invent. I meet regularly with teams across AWS. I’m followed by @awscloud on Twitter. But AWS doesn’t know who I am.
There are examples of services which pay attention to the “identity” or “alleged identity” of a user. These are helpful examples, and I liked the inclusion of Microsoft GitHub as an outfit who appears to care about an individual’s or a persona’s identity.
The write up includes the many tokens used to keep track of an AWS user or account. There is, it seems, no meta-token basket. Thus, instead of being a single entity, there are many separate AWS entities.
Several thoughts occurred to me:
- Fragmenting makes it easier to assess fees on hard-to-track services one part of an entity incurs. Why make it easy to manage AWS fees?
- Like security, Amazon AWS shifts the burden from the utility to the person, entity, or software process. My hunch is that the approach allows AWS to say, “Not our problem.”
- Amazon and AWS require that users and entities recognize that the company is, in effect, a person. Most people forget that a commercial enterprise may have more rights than a humanoid.
Net net: Amazon has no incentive to care about anyone, including Ben Kehoe unless the corporate person benefits in my opinion. Humans want to be perceived as unique. AWS is not mom. Thus, the problem is not Amazon’s.
Stephen E Arnold, August 23, 2021
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