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It is important to distinguish massive cloud users like Netflix and other types of users. In the case of Netflix, they may have a very specific set of requirements that a general purpose management console/framework like Rightscale does not cover. In this case the flexibility of being able to do exactly what they need is much important than those 9MM (which are probably peanuts compared to what they are paying in terms of AWS). Among the other types of users, I can understand why some companies deploying private cloud may not be comfortable with a hosted SaaS management solution like Rightscale, preferring to keep everything behind the firewall. Finally, Rightscale is oriented toward system administrators, some of the 'homegrown' portals I have seen are more oriented towards end-users and self-service, tying them to internal auth services. Having said all that, Rightscale is the right choice for a lot of scenarios, so I also have to scratch my head when people want to create their own equivalent from scratch. Reminds me of mid nineties when everybody and their brother were building their own web servers :)