Rackspace has already figured this out.<p>It's really not that hard to understand: you choose Rackspace if you want someone to call when you have a question or problem. That's true whether you buy a dinky cloud server or a dedicated network segment with 30 leased boxes. Everything comes with full phone and ticket support now.<p>If you don't care about that--if you just want some VMs to run your shit--you'll go with DO or Linode on the low end, AWS, Google, or Azure on the high end. Or maybe PaaS like Heroku.<p>Rackspace has only "lost their mojo" in that they are not a utility cloud provider, which is what Wall Street is hot on right now. But they're a profitable company with good customer loyalty and good technology.