I get it -- it's such a trap to say, "well, <tech giant> does it!" But in this particular case, I actually think they're walking the walk of having small teams that act like startups. You end up with small engineering teams owning a tiny little bubble, and it does a LOT to keep complexity down in terms of what one team has to manage.
(This is of course much more true for greenfield projects, early stage stuff. Of course the giant services are large and complicated.)
(This is of course much more true for greenfield projects, early stage stuff. Of course the giant services are large and complicated.)