Yesterday Amazon announced immediate availability of Route 53 (their DNS service) tools in AWS Management Console, which is great news for all the AWS users. But it also bad news to services like Interstate53, which I was using to manage DNS records hosted on Amazon, because it immediately renders them irrelevant. It is good time to remind ourselves how addon development is not exactly the best spot for software vendors and how in some cases you can still compete against the platform vendor by having significant value add.