The original answer to "why does FastMail use their own hardware" is that when I started the company in 1999 there weren't many options. I actually originally used a single bare metal server at Rackspace, which at that time was a small scrappy startup. IIRC it cost $70/month. There weren't really practical VPS or SaaS alternatives back then for what I needed. Rob (the author of the linked article) joined a few months…
You know how to set up a rock-solid remote hands console to all your servers, I take it? Dial-up modem to a serial console server, serial cables to all the servers (or IPMI on a segregated network and management ports). Then you deal with varying hardware implementations, OSes, setting that up in all your racks in all your colos. Compare that to AWS, where there are 6 different kinds of remote hands, that work on all…
Prioritise simplicity.
For remote hands, 2 kinds is sufficient: IP KVM, and an actual person walking over to your machine. Can't say I've had an AWS person talk to me on a cell phone whilst standing at my server to help me sort out an issue.
It's actually really fun, and saving 90% what can be your largest cost can actually be a fundamental driver of startup success. You can undercut the competition on price and offer stuff that's just not available otherwise.
Every time this conversation has come up online over the last few decades there's always a few people who parrot this claim it's all too hard. I can't imagine these comments come from people that have actually gone and done it.