Ultimately cloud providers don't want revenue, they want profit. Except in some perverse cases (like cost-plus-percentage contracts), it's not generally in a bu

Ultimately cloud providers don't want revenue, they want profit. Except in some perverse cases (like cost-plus-percentage contracts), it's not generally in a business's interests for their costs to go up. Even if there's no opportunity to switch away, eventually you bleed your customers dry and put them out of business. You will typically always aim to price your offering at the equilibrium point where loss of custom increases faster than the increase in profit, and vice versa. One situation in which an increase in your costs can be good, is if the same increase applies more to your competition. But, in this case multi-tenant cloud is hit harder than the competing alternative of private infrastructure.