@cbae: I think it's more a case they've realised they don't really need to put the words 'Windows Azure' in front of everything in the usage reports. It also helps to emphasise that just because you're using e.g. 'SQL Reporting' in the cloud, it's not something different from 'SQL Reporting' that you previously ran locally. When it comes to convincing business folks, making stuff sound like it's not changing quite as much helps, because changes are almost always expensive.