This why the "Netflix uses AWS!" rhetoric is misleading. Yes, they use AWS extensively for front-end, analytics, transcoding, billing (now), etc. The one thing they don't use AWS for much at all is Content Delivery (AKA big bandwidth). That uses the Netflix Open Connect CDN which is entirely developed and run in-house.
Also, I've worked with companies a tiny fraction of Netflix who got steep discounts. It's quite possible AWS becomes cost effective when you have millions in yearly spend as leverage. The problem is surviving until you get there.
