Market forces at work
The Cloud has absolved itself of all responsibility, so market forces are stepping in to provide some measure of guarantee.
I dare say the abject failure of Azure was probably a wake-up call for those new companies. I just hope for their sake that they managed a proper risk evaluation, or else they are going down.
In any case, I can't help but feel that this is the true nature of the Cloud - pay to access your data, and pay again to recover it in case of trouble.
I wonder how many more paying steps will become involved in all this nebulous business before bean counters finally wake up and smell the coffee ?