The cloud isn't expensive: it's expensive for the wrong workload. Colocation vs public cloud, with the math done
37signals was paying $3.2 million a year for cloud, bought $700,000 of servers and recouped them in the first year; in 2025 it announced moving its 18 PB out of S3. Meanwhile, worldwide cloud spending keeps growing at a 20% annual clip. Both things are true: the difference is who does the math. Which workloads overpay in the cloud, when the cloud still wins, and the five-year colocation math, line by line.
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