I remember when this article about the Etsy engineering department came out on Techcrunch 3 years ago.

https://news.ycombinator.com/item?id=9481377

The items that jumped out at me:

> The company owns and operates its hardware and networks in its own datacenter.

> The company has 685 employees of which approximately a third are engineers.

> It wanted to know how Hadoop worked, and the only way to do that was to bring it in-house and figure it out.

As a means to an end, this is a _really_ expensive way of operating nowadays. And when the business isn't rolling, these costs become magnified (and the associated operation vulnerable.)