Threats and Risks in the Cloud

There are threats to the cloud and there are risks within the cloud. A recent article from Tech Target Search Security blog spurred several thoughts. The main claim here is that there are not enough people who can differentiate threats and risks enough to talk to business leaders who may know very little about security, but do know the business. I have been known to state that there are prominent threats to my data once stored in the cloud and that we should plan to alleviate those threats to reduce our overall risk. But what is the risk?