I think we need to go even further - we need to reduce the cloud back to being dumb piece of infrastructure, compute for hire, paid by the hour. The only thing it should do is abstract away computation - not centralize data and processing under control of some companies (big or small, startups are actually the most annoying entities in the cloud ecosystem, IMO).

So for instance, I want my calendar or e-mail to be stored somewhere, I don't care where - hence in the cloud. But I want the data to be under my control. I can pay for a reasonable guarantee that the data will not suddenly disappear. I can pay for someone else's piece of code to be run against my data, but otherwise I want that someone else to stay away. Companies can earn money by providing useful pieces of code, and even managing stuff for people who absolutely don't care about how this stuff works - but we do need to reverse the idea. It should be arbitrary code run on demand against our data, not our data feeding someone's machine.