Cloud hosting?

I just came across a full page advertisement in a magazine for “Cloud Hosting” from a reputable Australian hosting provider.

Is this the case of a marketer not realising what “cloud” refers to in the first place? Or is it a smart way to re-invent hosting from a marketing perspective?

Is this some supercharged form of hosting which is in the cloud? Even I can’t make sense of that question.

In my opinion it’s like saying “ATM machine” or “PIN number”.

Perhaps it should be called “Cloud squared”? (the domain name is already taken – I checked).

Is the term going to be used so often that we’ll burn through it’s application faster than we did with VoIP?