a business like DUG they better off many times owning their own gears as it is a very specialise area of tech where you fine tune your hardware and software together to get better yield out of the hardware you got, you cannot do this buying cloud computing as you don't have the same level of access to the network and the hardware layer as stuff in your own DC.
you can buy third party cloud computing as a stop gap to cope with demand but DUG will always be better off financial and performance wise owning their own gears and DC.
You can look at Apple as an example, their software and hardware are one, they fine tune to the n-degree and very specialise that why no one can do what Apple can do with their iPhone and Macbook
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