Cloud did bring with it the ability to quickly terminate an instance and no longer be billed for it. Renting equipment meant that equipment was your expense whether it was being used or not. So many people focus on cloud allowing one to scale up quickly, but to me being allowed to scale down just as quickly was the changer. Think of your local Target with 40 lanes of check out but with only 4 lanes open until the holidays where all 40 are open. During the remaining 10 months, they are stuck with unused square footage. That's what lease gear in your colo looks like to the bottom line.