Do they not understand customers at all? Except for high performance simulations, I will never use the cloud. Maybe they realize that and want to force cloud adoption?
I think they understand that if you give customers no option they will be forced to comply with their wishes and act as a monthly revenue stream.
However they also misunderstand people's reluctance to put all your eggs in a large basket out of your control that disappears in a puff of smoke if you stop paying for it plus their ability to want to avoid paying a monthly fee.
