This. Turn the "cloud is somebody else's computer" on its head and own part that computer.

Why not "own" AWS, GCP, Azure etc.? Because you can't. They are part of conglomerates that come with a moral baggage that is too heavy for some.

ps. No "hyperscaling" ability required. The idea that business activity is either complete dominance or death is part of that unfit-for-purpose mentality.