“Route 53 is expensive: US$0.50 per zone per month, US$0.70 per million geolocation queries, and US$0.75 per healthcheck per month, plus US$1 per month for the KMS key needed to sign zones with DNSSEC.”
AWS charges a fee to turn on DNSSEC. That says everything about its pricing. A small Slovenian company does geo-routing for almost nothing and lets you script the answers in JavaScript. The cloud lock-in is mostly inertia. Switching took one blog post.