> So I guess their target audience is the "we don't want to touch cloud" organisations that have a good IT spend that are willing to change vendors?

Companies do modernization/migration projects from time to time; I guess one way to solve the audience issue is to find companies that have such a planned event and try to market a “better” alternative.

While I’m also a fan of Oxide; my primary concern is whether they can actually get companies to ignore the marketing that comes out of cloud services.