I remember a friend of mine moaning that Apple's original iDisk service was running on servers provided by the company he worked for, but nobody would know it because it was invisible to the user. He felt that Apple was trumpeting a cloud based storage solution without actually providing the service from within Apple.
Is that the kind of control of a product space you are referring to, branding a cloud based solution as if it were of their own making without even needing to acquiring, rip off, or otherwise replacing the existing solution?