I think it can happen simply through one serverless offering becoming very popular and other services (or open source projects) trying to reimplement the API of that offering. To some extent, this happened with Google App Engine. (AppScale)
I think cloud customers are savvy to the lock-in. That we're having this conversation in evidence of that. Perhaps AWS can achieve adoption of Lambda without needing to cater to customers who are cautious about getting locked in, but any challenger might find that it's much easier to gain customers if they also provide some form of an escape hatch.
As Jeff Bezos would say about retail, "your margin is my opportunity."
I think cloud customers are savvy to the lock-in. That we're having this conversation in evidence of that. Perhaps AWS can achieve adoption of Lambda without needing to cater to customers who are cautious about getting locked in, but any challenger might find that it's much easier to gain customers if they also provide some form of an escape hatch.
As Jeff Bezos would say about retail, "your margin is my opportunity."