I don't see moving to the cloud vs being in their own...

I don't see moving to the cloud vs being in their own datacenters as an important differentiator. They aren't dealing with large or unpredictable spikes of demand.

Of course moving to the cloud would be a nice little extra bit on the bottom line. It would reduce costs a little, but passing on a 5 or 10% cost saving to customers is unlikely to bring in many new customers (and from memory their current datacenters don't show up as anywhere near that much on their financial statements). Features, application reliability and retraining staff costs when you change products are going to be a much higher priority for customers.