privacy and control are things which people dont tend to think about until:
* online apps start doing something incredibly creepy (all of my non tech friends have a story like "how tf did they know me and my wife were talking about crustacean sex?").
* some service people use shuts down, stranding their data.
* some service like gmail locks them out for no reason at all, stranding their data and blocking them off from the world (has happened to enough people to make others worried).
* some service gets hacked and leaks a bunch of data.
* some service jacks up prices to unreasonable levels (i predict that we will get more of this as the VC hose runs dry and tech consolidation increases).
* they get tripped up by some dark patterns.
Furthermore, I think the extent to which people would like to have things like smart AI that can see all of their personal data or video cameras in their house but dont pull the trigger because theyre worried about privacy is understated.
And, the rich and famous are of course even more concerned about privacy and where they go others follow.
>just an alternative to stuff that's already available in the cloud
This was my attitude to the iPhone in 2007 - it was just an alternative to stuff you could do on your laptop and other smartphones. It turns out that if you make it look sexy and make it ergonomic and give people a feeling of power and control they will shower you with money.