Back in 2009, I gave a talk about Cloud identity. It went down, less like a fluffy Cloud and more like a lead balloon. It was too early - way too early. But as we reach peak Cloud adoption, with rates of uptake reaching 93%, the sky's the limit for digital identity. Cloud computing has given digital identity, particularly IAM for citizens and consumers, a real boost. Without Cloud storage and Cloud elasticity, for example, we would be hard-pushed to accommodate the identity of a mass-demographic audience. When I talk here about digital identity, what I am actually talking about is the data that makes up that identity, which is often termed Personally Identifiable Information (PII) or personal data.