So for instance, I want my calendar or e-mail to be stored somewhere, I don't care where - hence in the cloud. But I want the data to be under my control. I can pay for a reasonable guarantee that the data will not suddenly disappear. I can pay for someone else's piece of code to be run against my data, but otherwise I want that someone else to stay away. Companies can earn money by providing useful pieces of code, and even managing stuff for people who absolutely don't care about how this stuff works - but we do need to reverse the idea. It should be arbitrary code run on demand against our data, not our data feeding someone's machine.
But YOU can choose to use what you want. And IT can choose to require certain things of those it communicates with. And now you're right back to less freedom in the name of more freedom, hehe.