Same goes for Digital Ocean. No buzz words. Just hosting with droplets. They simply say "here pick a linux distro, configure whatever and don't ask us much about app support". I use their Linux distros for my own apps and if want anything extra I just install it and suffer my own actions' consequences. Not theirs.
But if you are wondering how AWS manages to be so good at it at such scale? Hosting infrastructure is incredibly complicated and AWS employs something like 100k people. Seemingly small AWS services employ more engineers than Fly.io.
That being said my take is that what's happening at Fly.io is a lack of leadership. There are not the right people in the right positions clearly. I've worked infra at companies from 5 people to, well Rackspace, and I'm having a hard time imagining so much time passing with.. Essentially a piece of infra MIA and impacting users.
So this "closer to your users" voodoo is a little beyond me.
Sure you can do that with any cloud (or multiple) that has datacenters in a suitable spread of regions, but I suppose the point (or claimed point, selling point, if you like) is that that's more difficult or more expensive to coordinate. Fly says 'give us one container spec and tell us in which regions to run it', not 'we give you machines/VMs in which regions you want, figure it out'. It's an abstraction on top of 'battle tested proven bedrock' providers in a sense, except that I believe they run their own metal (to keep costs down, presumably).
I mean chat or e-commerce yes, the edge and all.
But for a ticketing system, invoicing solution or such, a few hundred millisecons are not that much of a big deal but compliance, regulations matter more.