Some people actually need the performance guarantees, too. I've heard a lot of people whine about the unpredictable performance of I/O caused by shared tenancy

Some people actually need the performance guarantees, too. I've heard a lot of people whine about the unpredictable performance of I/O caused by shared tenancy, specifically people running decent sized cassandra/hbase installations or multiple database hosts. If you're willing to pay for a higher guaranteed minimum baseline, you could be in this market without a butthead ISO 9000 checklist.