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Don’t Yell “Cloud” in a Crowded Market

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I was at MIT the other day listening to the CEO of a small technology company discussing his company's security product when a member of the audience asked him about "cloud governance" and I saw the CEO's head explode. No, it didn't actually explode, but it was a near thing. His eyes rolled up; his cheeks flushed; he exhaled slowly, paused, and finally said, "Yeah, it's good for that too." Well, what else could he say? Could he say what he was clearly thinking? That the term "cloud" has been used to describe so many things both new and (in techno time) ancient that today it barely means anything at all? Could he say that the term was popularized by an unholy alliance of analysts that always need something new to talk about (and sell) and technology editors who always need something new to write about (and sell)?

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