In this video, we explore the growing frustration enterprises have with cloud service providers. Despite the cloud market's continued growth, companies are increasingly concerned about unexpected costs, lack of control, and vendor lock-in. Many organizations are now considering repatriating workloads back to on-premises solutions, particularly for resource-intensive applications like generative AI. While mega-conferences like AWS Re:Invent continue to draw crowds, there's a disconnect between the marketing hype and enterprise reality. Looking ahead, we'll likely see a shift from 'cloud-first' to 'cloud-smart' strategies, with companies taking a more selective approach to cloud adoption.