A pie in the sky...

There is something weirdly familiar with the treatment ‘cloud computing’ is currently getting.

I think I’ve seen this before.

An approach that has existed in one form or another for quite some time gets a name and suddenly it takes off.

Similarly to the way BIM ‘legalised’ attempts at using digital tools for improving construction, ‘the cloud’ has suddenly given an easy to remember name for something that is quite complex and hard to explain in a sentence or two.

The branding of the method, toolset or whatever else you want to think of the ‘cloud’ to stand for, simultaneously branded most people involved with it, or if not quite branded them, put the onus on the perceiver of the ‘cloud’ to understand where the cloud was within the cloud, as opposed to the promoter of the cloud needing to clearly explain what made his/her cloud a real cloud...

Now, this sentence turned out far too long and convoluted (even for a Hungarian) – I do hope you get the gist of it...

Am a bit envious on the branding of the cloud. So much cooler than the BIM, so much more visual and capable of spin, spinoffs – visual story boarding, flash eye candy.

You can just see the full-range of possible emotions billowing out of the word ‘cloud’...

In comparison, BIM is just an acronym...