I might be excessively cynical, but I suspect that most of these ARM server plays are narrowly targeted at the biggest cloud/advertising companies (Facebook, Amazon, Google, etc.), with the publicity being meant more for investors than potential customers. I remember seeing some server architecture (Cavium ThunderX, maybe?) specifically being advertised as good for social media analytics. Are there more than 10 companies in the world that actually buy their own hardware specifically for that?