Cloud mining, aside from the legit or not legit services, is something you right from the start know from that it isn't profitable at all with crypto in general being a booming industry ~ difficulty will only increase long term speaking.
People in some cases try to reinvest their 'earnings' into even more hash power, but that directly means that you need to start earning rewards from scratch again, and exactly this is something people don't think about.
Cloud mining services are like a casino in terms of the house always being the winner in the long term. People investing in cloud mining can't beat the increasing difficulty, and that should be reason enough to avoid it.