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Don’t get me wrong, I didn’t mean German technology is bad. Quite the opposite.

But trying to sell cloud infra technology in Europe saying “Made in Germany” simply it will not work. It sounds ridiculous, moreover when the parent company flagship brand (Lidl) means “low cost low quality for Eastern European immigrants”. It sounds so bizarre and out of context that I’m starting to hear about Lidl Cloud jokes around me.




Amazon is low cost low quality retailer, with a successful Cloud offering.


It was not always that way however. 10 years ago Amazon was a great place to shop!




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