This talk, which is based on our newest findings and experiences from research and industrial projects, addresses one of the most relevant challenges for a decade to come: How to integrate the Internet of Things with software, people, and processes, considering modern Cloud Computing and Elasticity principles. Elasticity is seen as one of the main characteristics of Cloud Computing today. Is elasticity simply scalability on steroids? This talk addresses the main principles of elasticity, presents a fresh look at this problem, and examines how to integrate people, software services, and things into one composite system, which can be modeled, programmed, and deployed on a large scale in an elastic way. This novel paradigm has major consequences on how we view, build, design, and deploy ultra-large scale distributed systems.