I wanted to clarify that I (Jelte, the author of the final patch) work at Microsoft. So, it's definitely not just one company seeing benefit in this feature. Arguably Microsoft is a cloud company too though, but honestly most of the active contributors to PostgreSQL work at a "cloud company".
Citrus is part of Microsoft/Azure and EnterpriseDB offers hosting orchestrated on VMs and another option on Kubernetes.
I think most of the people in the discussion were some variety of those companies.