Not to mention a German company that has price sensitivity in their DNA. Their first servers were just regular consumer tower PCs to drastically cut hardware costs. Now many years later it's a highly optimized mix of consumer, server and inhouse parts (e.g. they use their own racking system instead of 19", and the datacenters are built to make use of convection for a lot of the cooling). They also offer regular Dell servers for those that want them, but at 2x-4x the price of their homegrown boxes.