I suspect that the 'learning curve' bit can be where many web-hosting(as opposed to VPS or colo) customers get into trouble.
If you just want a server(especially if you only need one of modest power and don't have any other specialty requirements), you have options, from some very competent outfits, and what you are buying is so generic that it's hard for the vendor to cruft it up with shitty upsells, proprietary dashboards, etc. Unfortunately, now you are a sysadmin as well as a site admin, loads of fun!(and something that most people probably aren't ready for)
If you just want to put your website files somewhere, and have somebody else do (most) of the server admin (obviously, for more interactive or stateful sites, you may end up mucking around with the supported scripting languages and database options on the server), you are in much deeper trouble because, while somebody else is doing the sysadmin stuff for you, now there is wide variation in how well they are doing it, what ghastly interfaces to their system they are or aren't offering to you, what restrictions you are or aren't laboring under, what terrible security decisions they choose to make, what features they make into upsell fodder, and so forth.
I suspect that if Amazon wanted to steal some business from 'web hosting' outfits, rolling a safe, simple, default, 'web hosting instance' that would allow a relative newb to host in (reasonable) safety without becoming a Linux guru could win them some business.