Sustainability was a complicated issue at IBC. Nearly everyone was aware of the problem, but there was very little substantive action on the show floor. Vendors had plenty of anecdotes of customer interest, but it has not become a make-or-break issue for awarding contracts yet. Worse, the lack of clarifying data was a palpable frustration. This tension was present in the cloud debate too, as environmental friendliness was part of the sales pitch for moving on-prem installations into cloud computing environments. However, we understand that even when a client’s workload has been wound down, or shut off entirely, the cloud computing vendors are not in the habit of switching a rack off at the wall – as firing it back…