[ubernostrum]

What specific tech challenges do you see that require building your own datacenter?

The problem is you're thinking of it as a "build more datacenters" problem.

It is not a problem of needing datacenters. It is not a problem of needing a bunch more computers. It is a problem of needing a combination of data, access to the data, communications and people. That is the thing that is complex to set up and complex and expensive to replicate and not worth the cost.