It is easy to get started with the cloud, but the real problem comes when companies grow up. Why? Because they have not looked into the hidden costs of the cloud and sometimes they can break a company. I am linking to this article despite the fact that it is on Google Cloud blog and is essentially from a customer who probably got a good deal from Google. That said, it still is full of relevant points and all startups should read this, regardless of which cloud provider they use.