Decoupling refresh cycles lets data center customers purchase server compute nodes, which are essentially very small motherboards (processor, system memory, boot environment, management, and connection to a local network fabric), separately from rack-level data center network interfaces (1GbE and 10GbE), separately from mass storage (hard disks and solid-state drives).
Be it Southwest Airlines building a newsletter list, the ASPCA looking to build out a Facebook and Twitter community or Pepsi moving money away from the Super Bowl to building the Pepsi Refresh site, there is a huge advertiser demand for user data.