+1 for GFYS
Having just wasted a few early morning hours with Microsoft at InfoSec Europe where it was the only presentation that didnt focus on the problem, but telling you that Microsoft Cloud was the solution.
(they spent so long selling the product they ran out of time to even mention the problem or the topic of the presentation )
How about leaving the conflict in acronyms in place and we'll chose as customers what we want to call it ?