It's easier and cheaper than ever to automate the setup of servers. Imagine being able to click a few buttons, in something like the webmin of yore, and suddenly having a private mail server/file sync node/document editor application, set up at the VPS provider of your choice.
This type of thing will encourage open standards, as the private servers will need to communicate with each other. It also ties in nicely with concerns about the implications of everything being hosted and controlled by major providers.
There are probably business opportunities at many points in this model.