As a matter of fact, there's a lot of cloud washing--renaming existing products, after a few tweaks, with the word cloud inserted.
2011 December 14, Singh, Narinder, “Envelope Please... Announcing the Winners for the 2011 Washies”, in CIO blog, Appirio, retrieved 2012-11-05:
Tonight at a happy hour in San Francisco, Appirio announced and toasted the winners of "The Washies" -- our tongue-in-cheek award given to the worst cloudwashing offenders.
2012 July 21, Williams, Alex, “Cloudwashing Failed – Now We Need New Metaphors”, in TechCrunch, retrieved 2012-11-05:
The real cloud services providers like Amazon Web Services have won. Cloudwashing has failed.
2012 October 16, Darrow, Barb, “Why cloud washing is evil, or at least annoying and potentially harmful”, in GigaOM, retrieved 2012-11-05:
Tony Lucas is mad as hell and he’s not going to take it any more. Cloudwashing that is. Lucas, the founder of Flexiant a cloud orchestration vendor, founder says traditional hosting companies and service providers are doing themselves harm by offering the same services they have for a decade or more, but advertising them as “cloud” offerings.
2012 October 18, Asay, Matt, “Whose cloud is the open-sourciest... Who cares?”, in The Register, retrieved 2012-11-05:
This follows Appirio calling out cloud washing's biggest offenders a year ago, and constant chatter on Twitter about the offense.
2012 October 19, Linthicum, David, “Customers wait and see as cloud wars rage”, in Infoworld, ISSN0199-6649, retrieved 2012-11-05:
The easy response is to ask all the vendors to come together on common standards quickly -- and stop the constant "cloudwashing" and overhyping.
2012 October 21, Adams, Scott, “10-21-12”, in Dilbert, retrieved 2012-11-05:
Boss: I want you to cloudwash our software. Dilbert:Cloudwash? Boss: Move some of its functions onto the Internet. But call the Internet a cloud.
2012 October 26, Dignan, Larry, “Cloud vendors: Who's cloud washing?”, in ZDNet, retrieved 2012-11-05:
The overall aim was distinguish between the cloud washers and the vendors committed to the cause.
2012 October 30, Torto, Michael, “What A Cloud Is And What A Cloud Isn’t”, in American Business Magazine, retrieved 2012-11-05:
I suppose cloud washing is exactly what you’d expect in a large, frothy market—a hard-coded response to market opportunity.