Re: Fantastic... this is going to be such a FAIL!!!
I don't think you've understood how trading futures work (CME doesn't trade equities, only options and futures - the article title doesn't make that clear). Futures are all about predictable service and price. Futures only requires 2 things:
1. A provider willing to guarantee that for a particular period of time in the future he will provide a specific service for a specific sum of money
2. A consumer willing to take that service at that cost
Everything else that happens in the middle is fluff.
If I was running a cloud service, and was able to sell a contract for £10 to provide a service to whoever held that contract from 1st Jan 2015-1st Jan 2016 at a price of £5/month then assuming I'm reasonably confident that I can indeed provide that service for that price and still make a profit it's guaranteed income in the future for me (plus gets me a bit of cash in the drawer right now).
If I'm a commodity broker who sees that the cloud provider is selling a contract at that price, and believes that the going market rate for that service during 2015 will be, let's say, £10/month then I'd happily buy it, because just before 2015 I sell the contract for £50 to someone who *actually* wants the service (i.e. is in the right location or whatever), at a profit to me (£40) and an overall saving for them (£110 instead of £120).
To address your points:
1. At the point that an individual actually wants to make use of that service they will buy that either from a broker with the right contract for the contracts value (unless they had the forethought to purchase such a contract early on) or from the cloud provider themselves for the market rate; the overall prices will be comparable, the only thing that changes is who makes the profit.
2. The contract value is somewhat divorced from the actual service cost. Wheat futures are traded well in advance of farmers growing and the price of the actual item varies wildly depending on the weather, etc., etc. - but the contract is to buy at a set price no matter what, so the value of that contract will increase/decrease over time as conditions change (i.e. my contract that I bought for £5 for a tonne of wheat at £5 when the real cost of the wheat is closer to £50 can be sold on for anything up to £45).
3. Please do build a data center. Would you consider accepting some money now to sell a contract of service at a set price that you won't need to deliver on until you have built it, thereby allowing you to build it? If so, you've just traded your first cloud derivative on CME. :o)
PS. I'm not 100% convinced it will work just because a pig is a pig - you don't have lots of choices, how many legs it'll have, how many ribs, etc. Cloud contracts can be very variable. If there's a market for such futures contracts then maybe it'll bring providers into conformity, but that in itself is unhelpful to those people who want to tailor their cloud solution for their specific requirements - like buying an off the shelf web hosting package with a lot of crap you don't want just because you wanted ssh access.