Why cloud washing is evil, or at least annoying and potentially harmful

Tony Lucas is mad as hell and he’s not going to take it any more. Cloudwashing that is. Lucas, the founder of Flexiant a cloud orchestration vendor, founder says traditional hosting companies and service providers are doing themselves harm by offering the same services they have for a decade or more,  but advertising them as  “cloud” offerings.

In the mean time, their customers are flocking to Amazon(s amzn) for the real deal, he said at GigaOM’s Structure Europe Tuesday morning.

These companies say they’re standing pat because customers aren’t asking for  cloud. That’s short-sighted, in his view. “They should be focusing on what’ s coming instead of what’s happening now.” The implication being that if they don’t, it will soon be too late.

Lucas comments contradict views expressed by OnApp CEO Ditlev Brehdahl earlier in the day. Brehdahl said in Europe at least, he sees a reluctance to use the “c word” because it spooks risk-averse customers.

Check out the rest of our Structure Europe 2012 live coverage here, and a video recording of the session follows below.