Cloudera/HortonWorks Merging

I work as a Big Data Consultant and the demand for Hadoop in large enterprises is still substantial. Just finished building a 100TB cluster for a large cable and internet company. Horton started giving an enterprise version of Hadoop free of cost (with money only from consulting). That was a stupid dick move designed only so that a bigger player buys them out. It became here hard for Cloudera to sell licenses of CDH when Horton was giving the products for free. In the end, Cloudera had to swallow the bitter pill and buy them. Now Cloudera will put an end to free Hadoop and make everyone pay for CDH.

I get that there are STILL demand for Hadoop (on prem) but with so many good choices like EMR/HDInsights, why could Cloudera continue to get the same traction? I get that there are enterprises that will never move to the cloud but those are the exception

Aside from large slow enterprises, Hadoop plays second fiddle in the big data landscape. It's architecture no longer makes sense and their cloud strategy is weak.