@Doug - I think your most recent follow-up on this is probably the biggest selling point right there! The ability to control your own data and decide what is done with it is key. We don't mine your data, we don't keep tabs on you, and you're free to delete or retain as much or as little as you like. Granted, the other side of that coin is that you're also responsible for the security and stability of your data as well, and this can have its own costs associated with it.
For non-profits and similar low-budget shops, I think the ability to get support when they need it, without paying an arm and a leg, is probably a great selling point. Small shops love being able to reach out and talk to someone, and I don't know that this is something O365 can offer in a meaningful way.
Kyle Kerst
System/Network Administrator
SmarterTools Inc.
(877) 357-6278
www.smartertools.com