> They really didn't need nor aim for planet scale operations.

It depends on the market they're operating in. Planet scale operations can mean have the site load as fast as possible in every country on the planet, because this is how we make money.

Working within a smaller geography I guess you can "host" your services anywhere in Europe and be pretty snappy.

I could mention the fact that EU based startups don't dream big and this is costing them a lot of revenue from markets they don't wish to operate in because they think Europe is big enough. But we're gonna start a discussion not meant for this thread.