I upvoted because I love HN comments that offer solutions. That said . . . how can you charge half as much as Amazon for the same service and make a profit. I assume their margins are not that fat, so what are you cutting that they offer? Or else what secret have you discovered that no one knows? I guess since this is your business there's a chance that you won't answer, but I'm curious.
AWS uses high end, expensive enterprise grade parts (I believe), meanwhile uptano is likely using standard off the shelf parts, likely with bulk account discounts. Each of those servers could likely be put together for $500 - at $100/month, he should be making very good margins after a year or so. I have no idea on rent/electricity/etc, but with enough 1U servers the total cost per server may be only $10/month or so.
The big costs you pay for on AWS are the engineering, networking and UI development. Dedicated servers should be easier to provision and manage and he probably has a much smaller team.
So theoretically, it is possible that his prices are half as much as Amazon and he still makes a decent profit.