Cloud. Cloud. Cloud. I know that's all anyone talks about. There's a reason: Mobile workers and broadband access (wi-fi, 3G/4G). Also, the Cloud Alliance is moving from an economic society of W-2 (corporate employees) to one filled with entrepreneurs, freelancers and 1099's (contractors). These types of businesses or workers embrace the Cloud, especially the inexpensive or free cloud like Google.
So what happens? This pops up: The , a consortium of SaaS companies that integrate with Google Apps. Right there are just 7 ISV's as members. All integrating with Google Apps. And making money!
There's money helping people integrate free apps. There is money in supporting free apps.