That’s according to a new report by PriceWaterhouseCoopers. While 90% of the 502 U.S. consumers who were polled look favorably on cloud storage, few are willing to pay to host their data/information in a cloud.And why should they? Cloud storage is a delivery system, but also crosses the line into a medium (i.e., streaming is different than downloading a video). Asking consumers if they’ll pay for cloud storage is liking asking them if they’ll pay for the paper their newspaper is printed on. Or for the gas in the delivery truck that drops it off at their front door.For paid content to work, content providers need to start including the costs of delivery and production in with the price of the content. This is somewhat at odds with the UltraViolet business plan, but a much more consumer-friendly way to price your content.