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Backed by the might of Silicon Valley Cloud Boosters tend to see the Cloud as an irrevocable trend, and one that just brings magic with it. Against this, US critics as distinguished as Steve (Apple) Wozniak and the IT author Cory Doctorow have attacked the Cloud in terms of who gets to control your data, and in terms of its cost and speed when compared with local alternatives. Properly done, however, outsourcing can help create Winners. And those who fail to make a balance assessment of the Cloud's merits will turn out losers.