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Is the electricity cost far greater than the marketing value?

The first is a physical quantity that can be written down.

The second is approximately no better than astrology.

The second point is, sadly, true of quite a lot of aspects of software, including "design" and "quality"

The marginal electricity cost is zero.

Or specifically, electricity was already paid for with the pre-paid capacity.

Not using it would not save them any money, they already paid for it.

I was thinking if they owned their own data centers, how expensive might this project have been.