What does this mean for small businesses serving an environmentally conscious demographic that's increasingly aware of their data footprint? If you have the option to host on a greener cloud--Amazon as opposed to Microsoft, for example--make the switch. Though the choice of one cloud service over another may seem arbitrary now, the increasing attention on clean data could lead soon to a significant reputation riff among the large players--and you want to make sure you're on the right side of it.
Whether the pressure of such reports, as well as green initiatives by Google and other tech companies, will be enough to get the rest of the players to switch to cleaner, alternative energy remains to be seen. It's not difficult to imagine, however--in an industry that has proved forward-looking and disruptive in many ways--that these companies could provide the investments and innovation to tip the scale towards permanent normalization of alternative energy.