The main beneficiary is Facebook and other hyper-scale operators for whom datacenter operating costs is not a competitive advantage. Google and Microsoft are a

The main beneficiary is Facebook and other hyper-scale operators for whom datacenter operating costs is not a competitive advantage. Google and Microsoft are arguably in it to look "open" and/or they are trying to reduce their hardware R&D costs (like how they use Linux). AWS are staying out because they consider their hardware proprietary and a competitive advantage. I don't think Google has made their latest and greatest stuff open (particularly network infra). If you don't have the scale to order your own hardware then you should probably be considering one of the cloud providers (AWS, GCP, Azure).