HP Cloud offering Beta Signup
hpcloud.com
hpcloud.com
Now if Wall Street tires of Amazon's lack of focus...
Tell an enterprise you want Amazon to host their software then spend a few days/weeks/months explaining that Amazon does more than just selling stuff. HP is well known, and trusted. For your average start-up, no, there's no difference. But for the enterprise having a name you know is very important. It's why people will pay so much for Oracle software over open source with support contracts.
Most enterprise tools vendors are positioning for AWS support/compatibility as well. I'm attending a BMC webinar in a few minutes that's squarely focused on AWS.
The point about brand names is more about loyalty, in my experience. Companies that buy Oracle will continue to buy Oracle. Companies that buy HP are more likely to pursue an HP Cloud offering. It's all about established relationships and sales channels.
Or half-hosted on IBM, half-hosted on Internap, half-hosted on Dell public cloud, half-hosted in a private cloud... all with the same OpenStack API.
If you decide you want to run your own hardware (as Zynga did & Justin.TV did when EC2 got too expensive), you just install OpenStack on your hardware - it is open source.
This is why Amazon scrambled to partner with Eucalyptus recently, so that they could have something to point to as an alternative that supports the EC2 API.
There was also some reverse-proxy which "normalises" your requests for a given provider presented on Fossdem this year, but I can't recall the name.
The API issue is a triviality compared to hiding those details. I think that's the real power of OpenStack - the shared API is a convenience, but the shared model is priceless.
So they're not using Swift for block storage, unless they've built some clever stuff on top.
OpenStack does include a volume service for block storage, but it can use a number of back-ends.