Cloud security: it's a question of the right level

Cloud security is often thought of as being something of an all or nothing exercise. Either your data is secure, or it isn't, and what's wrong with that? After all, everyone wants to ensure that their data is secure no matter where it is stored. This is all true, but so is the simple fact that not all data is equal in terms of business value and risk. This leads us to ask why aren't companies demanding more flexibility in the cloud when it comes to security, and why are the cloud service providers not offering it?