A cloud computing company out of Iceland plans to be Amazon EC2 - compatible, cheaper, and easier to use. Incidentally, they also plan to leave the other cloud computing contenders - Microsoft and Salesforce - behind. It is called Greenqloud.
Their marketing has a warm touch, but of course the developers will be the decisive force. They seem to know to how to appeal to developers also, with the "cool and easy" feeling.
Art: photo of Texas pendulous clouds.