The author challenges the notion that cloud computing is the best option for businesses, arguing instead for the benefits of managing your own servers. They highlight their own experience of reducing costs by tenfold while doubling performance by shifting away from cloud providers like AWS. Buying a decent rack-mounted server can cost less than $1,000, allowing businesses to run applications for years at a fraction of the monthly cloud service fees. While there are additional costs for electricity and internet, overall, managing your own servers remains significantly cheaper. The piece addresses the common response to this viewpoint, which often equates self-hosting with using the cloud. The author argues that many developers avoid taking control of their infrastructure due to fear and a lack of confidence. This reluctance keeps them locked into expensive cloud services. The article suggests that the majority of software businesses, especially small ones, do not need the extensive features offered by cloud services. Most can operate effectively with basic server setups, challenging the prevailing belief that high-end cloud infrastructure is essential. The author points out the cultural and economic factors that led to the widespread adoption of cloud services, including significant marketing efforts and low-interest rates that made investment in cloud technology seem feasible. They note a growing counter-movement led by figures like David Heinemeier Hansson from the Rails community, advocating for simpler, more cost-effective solutions. The current reality is that the vast majority of businesses are small and don’t require the complex systems that cloud services provide, yet many still operate under misconceptions about what they truly need.