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> but (imho) it will take much more than that to keep the lights on, let alone expand...

You'd be surprised how cheap a search engine can be to operate. My search.marginalia.nu has a burn rate of less than $100/month.

Impressive! Does that include the startup costs of the server you bought, and maintaining it?

The hardware cost about $5k all-in-all including a UPS, and I'd estimate it will chew through an 1Tb SSD once every 12-18 months.