Reports of the cloud computing market measuring $160 billion by 2015 were extremely well received by vendors following the global financial crisis. These market sizing estimations not only included end-user payments but also expected sales of hardware, software and services within the cloud service provider market. To fully exploit the industry hype around cloud, the marketing machines of the vendors have been in overdrive, piling more ‘cloud’ messages on top of an already over-inflated market expectation. As a result of all this, enterprise benefits from cloud computing have been over-promoted in a concerted effort to win market share and sell more volumes of technology, licences, and services.But despite vendor efforts the enterprise adoption of true cloud computing is slowing, and there continues to be a growing disconnect between marketing promise and what is realistically achievable.