Digital provenance is meta-data that describes the ancestry or history of a digital object. Most work on provenance focuses on how provenance increases the value of data to consumers. However, provenance is also valuable to storage providers. For example, provenance can provide hints on access patterns, detect anomalous behavior, and provide enhanced user search capabilities. As the next generation storage providers, cloud vendors are in the unique position to capitalize on this opportunity to incorporate provenance as a fundamental storage system primitive. To date, cloud offerings have not yet done so. We provide motivation for providers to treat provenance as first class data in the cloud and based on our experience with provenance in a local storage system, suggest a set of requirements that make provenance feasible and attractive.