Wow, what a moronic decision by Oracle. Automating installations is so important, if you're deploying 1000 servers, to not be able to automate (even just for the one character button) is stupid.
The thing that killed most folks was the virtualized machines. They price on host, not guest OS. Got a 4 core virtual machine on a 128 core host... 128 cores need to be licensed. Those small web apps became crazy expensive where physical hardware is discouraged.