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There's no reason the setup has to be any more complicated - it could work exactly as it does currently, only with the option of pointing it at your own server, instead of Amazon's, or even keep using Amazon's server, but end-to-end encrypt the data, with only you possessing the key.

Amazon and others know this. They don't offer it on purpose, because they want to retain control and a new revenue stream.

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Sure, I agree we should have a local storage option: however, if we are concerned about population level problems then a local storage option isn't going to help because the vast majority of people wouldn't use it.

it’s not just revenue. It’s also support. There’s a lot more support involved and it also increases the upfront cost making it even less accessible to people.

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