That is true. And, as Spotify found out, what Spotify does can also happen in its own Data Centers :)<p>Google does give an additional level of comfort - seamless scaling, No-Ops, powerful Big Data tools, flexibility.<p>I&#x27;m going to shamelessly promote one of my opinions on this topic when it comes to BigQuery:<p><a href="https:&#x2F;&#x2F;cloud.google.com&#x2F;blog&#x2F;big-data&#x2F;2016&#x2F;02&#x2F;visualizing-the-mechanics-of-on-demand-pricing-in-big-data-technologies" rel="nofollow">https:&#x2F;&#x2F;cloud.google.com&#x2F;blog&#x2F;big-data&#x2F;2016&#x2F;02&#x2F;visualizing-t...</a>