The document discusses the challenges of trust in cloud computing, particularly regarding security risks and the need for consumer confidence in cloud service providers (CSPs). It proposes trusted computing and remote attestation as solutions to enhance trust by verifying the integrity of cloud infrastructures and ensuring that customer data is only processed by verified applications. The authors emphasize that while regulation exists, it does not effectively alleviate user concerns, and a shift towards cryptographically secure solutions can help remove the inherent dependency on trusting CSPs.