It's easy to get caught up in the excitement of new concepts in this business and it's one of the things us marketing people like the most. We also like love competition, (oh really!), which means there is pressure to be omniscient – or at least to appear to be. Whether it's bluster or public brainstorming, we've all listened to somebody who appeared to be very confident in what they were saying, only to find out later that they were pretty much clueless. Sometimes the industry plays a giant game of telephone, where there is a massive exchange of misspoken, misinterpreted and misaligned thought experiments. One of the symptoms of mass-confusion is an abundance of definitions as people struggle to understand new terminology. Defining a legitimate new concept makes it easier to think about and puts it in a frame of reference where it can be scrubbed for financial and technical viability. Rarely, things like Twitter defy financial gravity, but most other half-baked technology concepts acquire a fish-belly patina under the harsh light of a CFO's or CEO's scrutiny. "Tell me again why you think we need this new capital black hole and when you figure it's going to recoup half the ROI – and why we are paying you to waste your time on it?" Larry Ellison has proven himself over many years to have an excellent perspective on technology trends and he wonders what cloud computing is.