I'm biased; but I suspect that much like "Web 2.0" there is some truth to the "marketing". Web 2.0 saw the rise of user generated content, richer/leaner and more interactive websites and applications.
I suspect the "cloud" trend will continue to allow us to abstract more of our computing resources, and make computing/application construction pieces more of a utility/commodity then they ever have been.
So despite it being used a bit too much in marketing - I think there's some fire behind all the smoke, and dismissing it simply because marketing people are blowing it around a lot runs the risk of ignoring a major technological shift.
I suspect the "cloud" trend will continue to allow us to abstract more of our computing resources, and make computing/application construction pieces more of a utility/commodity then they ever have been.
So despite it being used a bit too much in marketing - I think there's some fire behind all the smoke, and dismissing it simply because marketing people are blowing it around a lot runs the risk of ignoring a major technological shift.