An anonymous reader writes: Oracle sought to position itself once again this week as the best place for everything companies need to move to cloud computing. On Thursday, executives at the database and business software giant distanced Oracle from public cloud leaders such as Amazon Web Services, Google Cloud Platform and Microsoft Azure that provide computing, storage and other services to corporations looking to reduce or eliminate their data centers. "Our cloud is more comprehensive than any other cloud in the market today, a full end-to-end cloud," said David Donatelli, Oracle's executive vice president of converged infrastructure. "We design from the chip all the way up to the application, fully vertically integrated." What's interesting about that messaging, which Oracle has been refining since at least its OpenWorld conference last September, is not simply the competitive positioning. Oracle is essentially saying that the nature of cloud computing suggests customers need to move away from the notion that has dominated information technology since personal computers and PC-based servers began to displace mainframes and minicomputers: cherry-picking the best applications and hardware and cobbling together their own IT setups. In short, Oracle contends, it's time for another broad swing back to the integrated, uber-suppliers of a bygone era of technology. Of course, the new tech titans such as Google, Facebook and Amazon arguably wield as much power in their particular domains of advertising and e-commerce as the Big Blue of old. But it has been a long time since a soup-to-nuts approach has worked for enterprise tech companies, and for those few still attempting it, such as Dell and Oracle, it's far from obvious it will work. The cloud, Oracle contends, may well change that.