This is a one-time hit. They're now enforcing licensing very strictly where they didn't before and offering "nicer" terms if they buy some Azure instead of paying those costs retroactively. It'll only work once, and will create a lot of bad karma.
However, I don't know if this is a one time deal: it may grease the wheels on a lot of enterprise shops willingness to "Trust the cloud".
Also SQL2012 licenses cost us a fair whack due to the logical vs core licensing changes.