It's not if the company uses cloud or not. It's if they are solving the hard problems or instead, outsourcing the technical challenges to their
cloud provider while charging the user a non justifiable
premium for the intuitive user interface :-) So it's about
the eventual value add and the business case.
The challenging part is to provide the back-end. Get massive storage, with proper checksum integrity, at a cost effective value and with flawless security.
A single command (and minor variations around it):
aws s3 sync <name_source_dir> s3://<name_target_bucket>
get's you all that. It can be easily mapped to an intuitive
user interface by a software development boutique in weeks.
And because that is the difficult part, it seems for the
first 8 years of their history that was solved for them by
AWS, according to their own reported history.
Sharing a folder or file from Dropbox is no more
intuitive than using the S3 console. Looking at
the very colorful history of security issues
around Dropbox [1] it's certainly not safer.
So why would a user pay more for storage costs than with
a cloud provider, with notoriously less security? Does a tiny layer on top one or more cloud providers
justify the add-on value for the user or the current
valuation of 9 Billion dollars?
[1] "Criticism of Dropbox": https://en.wikipedia.org/wiki/Criticism_of_Dropbox