What they should be doing is getting hundreds of customers using...

What they should be doing is getting hundreds of customers using their consumption pricing. Try getting a version of software from their website, at the moment its impossible because they're using the old sales method that worked when they were trying to get a few customers paying a big amount. Once they actually change their sales methods to do what AWS does then we'll start seeing the real benefits of this change. Classic mistake of changing something in your business model without changing the other parts required to make the new model work.