Citation needed.
>Why aren't we using them today?
Because we are using better chips made recently, not the ones from the 80s and 90s.
>Why are Amazon, Google, and Microsoft buying an enormous number of x64 chips?
Because performance vs cost in the current market, as well as access to x86 software moat.
But this is changing. Notably, Amazon has Graviton, Microsoft was Windows for ARM with grease for x86 software, and Google has a digital design team, which is already iterating RISC-V based accelerators.
Facebook, FAANG you have not mentioned, has its own RISC-V server effort.
>I don't think instruction set really matters that much
And yet, you're writing this very opinionated comment about ISAs.
>RISC was a great idea
Yes, it was. This is why the industry did never again make a tabula rasa CISC ISA.
>At this point, RISC's proponents had to start explaining why a better instruction set did not translate into a faster chip.
The RISC chips actually were faster. But this did not matter, as Intel had the better fabs, and the cash.
So Intel was able bruteforce its way into enough performance for cheap enough that the market would then not bother going through the pain of switching ISAs.
>without supplying better chips.
The chips were better despite Intel's fab advantage. But they were not cheaper, nor did it run the software the market wanted to run.
They sure sold these Pentiums, and were able to buy (and kill) Alpha later.
The one and only reason x86 survives to date is this software moat.
This moat advantage is in danger now, thanks to Microsoft's efforts to detach Windows from x86 and provide emulation to handle the transition like Apple did.