NEW YORK ( TheStreet) -- Rather than adapt existing applications to the cloud, what's increasingly evident is developers are creating a cloud-based Internet layered on top of the existing Internet.Google ( GOOG), Amazon.com ( AMZN), Facebook ( FB) and all the other neat new services that deliver custom results to you in the blink of an eye are built on cloud. Pages are created on the fly by machines. They're not built by people and then pointed to, they don't have "Web addresses" in the way we think of them. They seem untouched by human hands. Whether you're searching for individual needles in a big haystack of data or seeking relationships within the haystack or trying to address huge numbers of mobile users within a small geography, the cloud world is materially different from the World Wide Web as first envisioned by Tim Berners-Lee. So how do you do "customer service" in this world? This, it turned out, was the topic of the "cloud chat" I was asked to do for IBM ( IBM) Thursday. It wasn't about cloud developers but about cloud customers, cloud users. What do you do when the cloud doesn't seem to have the droid you're looking for? I've had that problem myself, specifically at Amazon. Someone paid me roughly $30 last year for something they bought there, and I've been trying to track down what it was for tax purposes. This is where things break down. I've moved my email to the cloud because I no longer have time to filter out the spam, semi-spam and demi-spam filling my old PC inbox. Amazon didn't have the new address in its files, so its bots didn't know how to help me. Someone could have probably looked up the transaction record from the tax form sent to me but how do you find that someone? The technologies we use for customer service simply don't scale to cloud, because people don't scale to cloud. I tried email with Amazon but other companies have tried live operators, or live operators behind chat lines, and they've all failed. IBM itself sees some hope in tweeting, which was what our conference was really all about, but that seems just as unlikely to work.