"When billions are made on millisecond-level trade throughput, having your server right next to the server that executes your trade is worth a lot more than $4,000 per square foot, it’s priceless."

It's actually not priceless. If the space is truly that valuable, the price will keep rising to the point where the profitability decreases relative to the risk. The risk inherent in this is also key. If you are buying and waiting for the uptick, and then it goes down...