Well, of course Cloud is being pushed so enthusiastically by vendors.
Sell a customer a box, and that's a one-time revenue fillip.
Sell them "cloud services" and you can extract rent for ever more (and because many organizations are less miserly about OpEx than CapEx, you can jack the prices up with less squealing).
And once you have the customer's data on your cloud, you have unimaginable levels of control over them. As a wise man once said, who wants power? Power is a trinket. Any petty tyrant can achieve power. Control, on the other hand - ah, now, that's the ultimate prize.