I think it's clear that the vast majority of profitable businesses, online or off, don't need the scale these services provide. But providers to these business can benefit from the scale to provide better, cheaper services. For example, the resurgence of the Static Web: ie site generators (ie Jekyll) and vendors offering hosting for these services (ie bitballoon, netlify, aerobatic, neocities, etc...).

Really, why should cost anything to have basic, low-traffic, site on the internet today? That's the quetion I ask myself.