A cloud computing system management system including a plurality of computing devices configured to host virtual machine instances, each computing device in the plurality of computing devices including a local agent that continuously evaluates the observed load relative to a utility maximization function. If observed load is higher than a calculated optimal level, individual loading processes are offered for “sale” via a market scheduler. If observed load is lower than a calculated optimal level, then available capacity is offered as a bid via the market scheduler. The market scheduler matches bids with available processes and coordinates the transfer of load from the selling device to the buying device. The offered prices and utility maximization functions can be employed to optimize the performance of the cloud system as a whole.