Exactly, cloud computing is a potentially much more important market for.SGX than DRM. Even though Intel could no doubt handover machine keys to any government agency on request without you knowing, it potentially protects you against e.g. malicious admins at a cloud provider. There has been some really interesting research recently on running applications in an sgx enclave where the OS itself runs outside the enclave and is completely untrusted (see e.g. the Haven paper from Microsoft Research at OSDI last year, it's extremely cool).