There are quite a few very powerful players in this segment and I don't see anybody 'winning' to the point where they will exclude the others. Just a lot of secret sauce and attempts at locking in the customers.

What you will see is a shift from dedicated hosting providers to cloud providers, which is one of the reason why almost every large dedicated hosting provider now has their own cloud offering.

And that is born out by evidence, in fact, if Google 'won' the cloud battle and let's say Amazon would end up as a Google customer we'd all lose. I don't think that's even a remote possibility at this point.