Yeah, Hadoop is parallelizable by design, so it's just a matter of renting out EC2 clusters. In any case, I'm not talking about competing with Cloudera, but using Hadoop in some new specific vertical. For instance, an ad network that uses Hadoop could mine user/user-clickstream data better and get more clicks. That would be using Hadoop as a building block. You could also use Hadoop to power awesome analytics on, say, an e-commerce platform.