As demand for digital sovereignty grows — driven by concerns about data privacy, regulatory compliance and geopolitical risk — a new kind of marketing sleight-of-hand has emerged. Originally, cloud washing referred to the marketing trick of branding legacy or non-cloud software as “cloud-based” to cash in on industry buzz. Today, the term has taken a more insidious turn.
Now, vendors rebrand cloud services as “sovereign” or “multicloud,” even when their infrastructure, data routing, and management layers remain tightly coupled…
