I will prefer not to involve myself in anything that looks like cloud mining.
It is *not* 'cloud mining per-se. NH is a hash rate marketplace: Folks who own hardware can rent it out to folks who want to pay for hashing w/o owning the hardware. NiceHash acts as the hardware hash rate aggregator and rentals brokerage for that.
Hardware owners get a pretty steady income that hopefully at least pays for their electric bill while the speculators who just want to gamble by renting massive amounts of hash rate for a short time with the hopes that they *may* find a block can easily do so.
Of course because of all the fees they collect from all parties involved the real winner is NiceHash.