Well, most people struggle to grasp the concept of digital private property; they understand what it means to own a pair of shoes, but they don't get what it means in digital because they see a screen and, to them, what they're looking at is just there, on the screen in their hand, not coming from someone else's servers.
This simple phenomenon makes it easy to set up certain business models and, besides, the shift towards cloud+mobile, essentially modern mainframes + dumb terminals, serves perfectly to deny the average person "the power of the desktop" and, with it, personal ownership.
