Europe needs a paradigm shift, not an ethical Amazon Web Services replica.
One rare topic where I strongly disagree with Bert Hubert is the need for a European Cloud.
One does not win by copying the incumbent
Whatever European clones of AWS may come to existence, they will be worse than AWS. Look at Azure and Google Cloud. These are essentially clones of AWS, each of them have own strengths and weaknesses, but on average, AWS is a clear winner.
I'd argue that the same pattern applies to many situations, and the history of S3 and Google Docs come to mind as the obvious examples.
S3 over POSIX-compatible file systems
For years, businesses tried to have POSIX-capable filesystems seamlessly scale in size and in availability. I remember the hassle of setting up Glusterfs and Ceph for a small business. It was undoubtfully a daunting task to sell POSIX-compatible filesystems as a service until Amazon rolled out a simpler alternative that, by having a smaller set of features, enabled so much sought properties of distributed file systems in an efficient and commercially viable way.
Google Docs over Microsoft Office
Open Source and businesses tried to make a Microsoft Office competitor by mimicking Microsoft Office. Naturally, all clones were worse than the original. Until Google changed the paradigm and rolled out Google Docs that had a unique feature of online collaboration. Then was the turn of Microsoft to mimic collaboration features of Google Docs in Microsoft Office and be worse at it almost by definition
One wins by shifting the paradigm
My personal sweet spot for a cloud is Hetzner Cloud. It has a limited set of features compared to either of the three US-based cloud services, but it goes out of the way to provide a highly reliable service that does not impoverish engineering experience.
But whatever the future European Cloud will be, it will not resemble AWS.