Because the actual analytics (the part that BigQuery provides) is maybe 20% of this solution, and judging by the slides their ETL is very easy to use. What would I even use on Google Cloud to do ETL? Dataflow? Javascript UDFs? Something else? All of that seems clunky compared to what these guys are offering. And they have a bunch of data sources available &quot;out of the box&quot; that would be a hassle to deal with manually.<p>Another issue with BigQuery seems to be unpredictability of cost. One typo somewhere and you can easily run up a bill in tens of thousands of dollars because your dashboard isn&#x27;t caching something. In a similar situation Redshift will merely get slow.