SAP HANA is a major driver for single servers with the maximum number of cores and maximum memory per core that Intel supports. This is true for on-premise as well as Azure [1] and AWS [2] IaaS.
I think of it as commodity scale-up and the superior price-per-performance applies to any hybrid in-memory column store though HANA seems to be the only offering that exploits this approach. You can store a lot of data in 24 TB (or more) of in-memory compressed bitmap indexes.
[1] https://docs.microsoft.com/en-us/azure/virtual-machines/work...