FTP sites are often hosted for a single user or small group of users who host and maintain the site. They own the burden of full site upkeep. It's not something that sits in this "cloud", but its a service on the internet that they maintain.
There's another thing that is implicit about cloud services, which is why I choose the FTP example, which is that the content on the service that is of most value is the content you, the user put in the service. So CNN.com, while a service on the internet, isn't generally considered a cloud service. Whereas FaceBook, Flickr, and GMail are examples of cloud services.