The cloud plays an essential role in modern business. Once just a novel convenience, cloud storage and compute underpins many of the most important parts of the economy, both on and offline. The cloud landscape is no longer the preserve of a small number of giant infrastructure providers. Eager to capitalize on the dominance of the cloud infrastructure and services sector, dozens and perhaps hundreds of vendors have entered the space, competing fiercely on price and value-adds as they attempt to differentiate.