Perhaps you should have read that wikipedia page before so helpfully linking to it. There's nothing about "middlemen" there. "Rent" is political economy jargon; it's not just a synonym for "distasteful practices". Adam Smith wasn't complaining about shopkeepers or shipping companies, and he certainly wasn't talking about "back end" software services. There is no royal decree enforcing how such services shall be provided. If you don't like AWS then use GCP.