I was interested to read about a competition in the UK, aimed at research students, and intended to encourage their use of cloud. Research students, with their data and their peripatetic existence, are prime candidates for cloud-based solutions. Rather than store everything on that lone thumb drive (yes, the one that goes through the washing machine with depressing regularity), why not push it to the cloud? The UK is doing some interesting work in this space, grappling with trying to understand the costs and benefits of nationally procured cloud-based solutions. All of that is fine, and useful, but the real challenge is to address existing user perceptions and behaviours. A competition like this is part of that process.