Why are Clouds so Hard to Understand?

Even if Clouds are a key part of the future, it seems remarkably hard to get hard facts on what is a cloud, what it does, etc., when every player in the market seems to have a different view. As with all technology, there is a relatively straightforward explanation at the root, onto which various vendors will add their own point of view to emphasise their own products and positioning. This is the topic for the brief this month, together with the usual round-up of news from around the industry.