Half a decade ago, Jonathan Heiliger compared the world of Internet data centers to Fight Club.
It was the spring of 2011, and the giants of the Internet—including Google, Amazon, and Microsoft—were erecting a new kind of data center. Their online empires had grown so large that they could no longer rely on typical hardware from the likes of Dell, HP, and IBM. They needed hardware that was cheaper, more streamlined, and more malleable. So, behind the scenes, they designed this hardware from scratch and had it manufactured through little-known companies in Asia.