Marketing the perception that you won't have to upgrade your hardware as they can give you more power through the cloud. It really doesn't have to work, they can hold a carrot in front of us when we are on a treadmill, believing their promises will come through if we give them enough time.
We could think of it like 'the Cell'. On launch the performance may not be relevant at all but by the time we reach 2nd or 3rd generation games in 2-4 years time we might see a major difference. In a couple of years for instance a lot of places will have been upgraded to 30-100Mbps fibre-optic as Europe, Asia, Australia, New Zealand etc roll out their fibre networks. In 2015 I will have a 100Mbps fibre-optic connection so they could probably do a lot given time to develop the software and roll out the hardware.