I regret missing the Open Source Firmware Conference--I really wanted to meet them and learn some more on what's the story here.
I know it's a brilliant team, and since ZFS/OpenSolaris/Dtrace I've known about Bryan. The product is a nicely looking product too. One thing I don't get is the target market. Who is it? Banks? Cloud vendors? Insurance companies? I think there's a part of the computer business that I don't get yet.
One guy in one of the previous HN threads here said that it's convenient to run 1 RFP for 1 box costing $1M-$2M vs running 30 RFPs for isolated components to put on the rack. Ok, I can see that. That's some argument.
But I know that Supermicro has rack assembly service. https://www.supermicro.com/en/products/rack and I'm sure Dells and HPEs have the same. Does it mean that it's impossible to call them and tell them: "Excuse me, I want 2 racks, 15 systems each, top of the line AMD CPU with RAM, NVMe storage, all maxed out, and whatever fastest Juniper switches you can find. Put me VMWare vFusion on it. Ship this thing to Infomart in Texas. I have $2M here with your name on it". They won't do this for me?
Its either this, or Oxide is going to e.g.: Bank of America, and along with RFP the bank is asking: "Show me complete supply chain records, including the source code to your boot loader, drivers, and any firmware that any component on this motherboard is running". And maybe that's ... impossible these days?
I'm the startup CTO, so not the consumer base, but after DHH started posting his thing about cloud exit, I decided to explore this, and I walked the floor of 3 DCs (in SV/TX). People who walk you around the DC don't appear to care about cables, fans or noise etc. If it's longer than 1hr on the floor, they'll put Airpods in and they're done. I've seen cages that look unified, pristine, with love and affection put into cable layout, and I've seen cages that look like a total mess. It's your cage--you only go there if things break.
My last guess is that maybe Oxide rack will end up being sort of what an Apple Macbook is among cheap HP/Acer laptops from Walmart. And it'll be a shiny toy of bold bearded IT dudes who work for GEICO IT by day, but by night they scavenge eBay for used server deals and get excited about the idea of running their own private rack in their basement. They can't afford it at home, but at work they'll want their own Oxide. If you're reading this, do know I know who you are.
> One thing I don't get is the target market. Who is it?
Fortune 1000, government. Large organizations that want to own their own hardware, yet want the cloud experience for deploying their software to it. First two customers to have received racks are Idaho National Lab, a Department of Energy laboratory, and a global finances firm. I think that gives a characterization to at least part of the market.
> They won't do this for me?
You are correct that they will do that for you. There are big differences though. From a hardware level, the largest one is that what you'll get in that case are individual 1U servers, in a rack, built from a bunch of reference designs, pieced together from various different organizations. We designed this as a whole rack. From scratch. This has a number of benefits, like for example, we use 80mm fans, at a very low RPM. Our fans draw less power and operate more quietly than the usual fans you'd get in that case. (I know you said people don't care about noise, and it's true that it's not a feature of the product to sell, just an interesting aspect of the design process: we didn't set out to make the rack quiet, it just is, thanks to other decisions that are more meaningful, like cooling efficiently) On the software side, we have written an enormous amount of software from scratch, designed for this specific hardware. Including a control plane, so you can think of the whole rack as a pool of resources, not as individual servers you manage yourself. And since we have done all of this in-house, we can take responsibility for the full quality of the product. If you have a firmware bug, it's not "oh sorry, we'll file a ticket with our firmware vendor and let you know when that's sorted," we will fix it ourselves. Everything is integrated and works together, because we built it for purpose that way, not because we installed a bunch of things from different organizations, ran some test, and said "looks good to me."
I know it's a brilliant team, and since ZFS/OpenSolaris/Dtrace I've known about Bryan. The product is a nicely looking product too. One thing I don't get is the target market. Who is it? Banks? Cloud vendors? Insurance companies? I think there's a part of the computer business that I don't get yet.
One guy in one of the previous HN threads here said that it's convenient to run 1 RFP for 1 box costing $1M-$2M vs running 30 RFPs for isolated components to put on the rack. Ok, I can see that. That's some argument.
But I know that Supermicro has rack assembly service. https://www.supermicro.com/en/products/rack and I'm sure Dells and HPEs have the same. Does it mean that it's impossible to call them and tell them: "Excuse me, I want 2 racks, 15 systems each, top of the line AMD CPU with RAM, NVMe storage, all maxed out, and whatever fastest Juniper switches you can find. Put me VMWare vFusion on it. Ship this thing to Infomart in Texas. I have $2M here with your name on it". They won't do this for me?
Its either this, or Oxide is going to e.g.: Bank of America, and along with RFP the bank is asking: "Show me complete supply chain records, including the source code to your boot loader, drivers, and any firmware that any component on this motherboard is running". And maybe that's ... impossible these days?
I'm the startup CTO, so not the consumer base, but after DHH started posting his thing about cloud exit, I decided to explore this, and I walked the floor of 3 DCs (in SV/TX). People who walk you around the DC don't appear to care about cables, fans or noise etc. If it's longer than 1hr on the floor, they'll put Airpods in and they're done. I've seen cages that look unified, pristine, with love and affection put into cable layout, and I've seen cages that look like a total mess. It's your cage--you only go there if things break.
My last guess is that maybe Oxide rack will end up being sort of what an Apple Macbook is among cheap HP/Acer laptops from Walmart. And it'll be a shiny toy of bold bearded IT dudes who work for GEICO IT by day, but by night they scavenge eBay for used server deals and get excited about the idea of running their own private rack in their basement. They can't afford it at home, but at work they'll want their own Oxide. If you're reading this, do know I know who you are.