Digital business = need to experiment
One of my theories, which Curran more or less agreed with, is that advertisers and marketers have been trained by Google and the web to think in terms of experimentation. They A/B test email subject lines and web content to see what gets a response, and they expect to find it just as easy to test a few alternative technologies that look useful to see which one works best. They want instant feedback, without the need to go through a lengthy IT procurement process.
I'm making it sound like a perfectly reasonable demand, which to some extent it is. However, IT does need to make its present felt in the selection process to avoid the choice of cloud technologies that may be slick and pleasant to use but fall down on security or result in the accumulation of lots of useful data that can't be integrated with anything else for lack of an adequate API.