on, i'll call it between 2000, 2003, that made us think this was an interesting idea. >> most notably, jassy realized that in order to continue expanding and experimenting at a pace their leader had come to expect, amazon's computing technology would have to move a lot faster. >> if you need a server to try an experiment, it typically takes you 10 to 18 weeks to get that server. with the cloud, you can spin up thousands of servers in minutes. so we figured if we needed it, it was probably likely that a lot of other companies needed it as well. >> in the same way that amazon transformed the speed of shipping physical products, aws has done the same for data. the cloud is not up there. it's, you know, in machines sitting on the ground all around the world, and they're just storing all this content and shipping it out to web users. >> what strikes me is that it worked, and then you essentially