ElasticHosts lured one UK reseller to its white label cloud programme in each of the months since it launched last summer - eight in total.
This seems a far cry from the picture painted by CEO Richard Davies as the covers were taken off its cloudy infrastructure in July, when pointed to feedback that resellers were "fed up" with flogging vendors' branded services.
Recruitment is tracking to expectations, the chief told The Channel but he conceded: "It takes time to build, it's starting to build".
Of the eight on board, three are up and running and five are going through the training process.
"I agree it is not 100 but we are happy with the ones we've got," Davies told The Channel. "We have people that are committed to actively marketing cloud services as their own".
The long game is to haul on board "several tens" of white label cloud resellers, who get a 30 per cent margin by selling IaaS re-marketed under their own badge.
ElasticHosts also sells direct and runs a referral programme for "between 50 and 100" resellers that pass on deals in return for a 10 per cent fee.
A quick call to numerous channel sources may throw light on the lack of reseller stampede - most of the major tech vendors are now offering some form of white labelled cloud gig.
"Why go with ElasticHosts? I've never heard of them," said one reseller contact.
There are eight resellers - so far - that disagree with you, sir. ®