Trusted computing and remote attestation techniques can be used to build trust in cloud computing by creating a "chain of trust" from the hardware to cloud services and data. This allows users to verify that only authorized applications and services are accessing data and resources as intended, without needing to unconditionally trust the cloud provider. The solution involves using trusted computing mechanisms like TPMs to attest different components in the cloud infrastructure and ensure only expected software configurations are present. It also proposes using a distributed open attestation service to periodically examine cloud nodes and verify their configurations remain intact, helping address issues of resilience and scalability for attestation.