&quot;The startups have managed to underbid the giants in certain markets by keeping expenses relatively low, either by writing their own versions of the software needed to run a cloud or by handcrafting the hardware needed to house one.&quot;<p>It&#x27;s funny to see a description of <i>the exact opposite of your own strategy</i> put to print.<p>We[1] are overbidding &quot;the giants&quot; by providing personal support and allowing people to use their own tools and writing nothing that&#x27;s non-standard or  provider-specific.<p>Yes, we do build and own our own infrastructure (of course) so perhaps that&#x27;s a commonality.  Honestly, we never even referred to what we do as &quot;cloud storage&quot; or &quot;cloud anything&quot; until two years ago...<p>[1] You know who we are.