In specific accounts I've encountered budget concerns where, initially, because the customer doesn't necessarily understand yet the power of Azure, they are thinking in terms of a typical type of application, where they got to have their test and dev environment, they have to have funds to be able produce the proof of concept and that there is going to be a long cycle to invest in hardware/software just to be able to innovate.
So, when cost is a major concern and they are thinking in terms of an initial investment just to get this thing started, we talk about how Azure has enabled other organizations to innovate quickly without the upfront capitol expenditure and it really becomes a operational expense and at the same time they are able to build a proof of concept much more quickly. In order to determine whether they are going to move forward with it or not and the risk of not moving forward is greatly reduced with Azure because they can simply turn it off versus to have to disengage the resources that they had put on a project such as, human resources, physical servers, licenses they might have purchased. With Azure there is very little risk with doing a proof of concept or even a full-blown application because they can just turn off those resources if they don't want to move forward.