For me the biggest benefit is that my customer doesn't have to whitelist a google endpoint to use our website. Secondary benefit is being in control of downtim

For me the biggest benefit is that my customer doesn't have to whitelist a google endpoint to use our website. Secondary benefit is being in control of downtime and/or updates (though the secondary benefit on it's own is nowhere near enough to justify self-hosting to me, but for some people it might be)