Comment by usrusr

Nobody is getting "trickle down"-level rich from it. It's an organically grown company that bootstrapped without any big high risk/high reward investment that expects massive returns in absence of failure. Basically a mom&pop from what in the US would be considered flyover that just happens to have found its way to large scale competetiveness. Through a unique combination of frugality and decisive spending I think.

Early example: a weirdly memorable ad captaign around 2000 that for many years occupied the single most expensive computer related print ad slot in Germany (decisive spending) with a series of ads that seemed not quite "high production values", but also not deliberately grungy, a weird "definitely trying to be high gloss perfection, but somehow not quite there" (like in-house best effort or some local design house, certainly not the big-name agency you'd expect for ads on that slot). More recent example: their hardware seems to be a continuation from early-Google style "desktops on shelves" that's now a custom rack design (still noticeably lower density than typical 16") that's all about finding good price/reliability spots in cheap CotS parts, e.g. according to certain "begins the scene" blogger visits they sort for publicity, price-optimized custom versions of desktop mainboards (same PCB but not placing any parts they don't need). Chances are company with big investor backing would either go all standard rack parts (from a supplier like Dell or something like that) or go all in designing their own.