Putting It On The Line

I was interested to read an article on Slashdot which described a Brisbane Australia Hosting company's effort to build a data center from scratch - in 60 days!

Anyone who has built a data center knows how complex and lengthy (and secretive) a process it is.  Yet, Pipe Networks, an "upstart" hosting company (only four years old) are going public with the challenge, posting updates in the company blog, listing their outstanding punch list and showing the progress on a webcam.

Their previous record for building a data center (for their first customer) was 100 days.

If you were a potential hosting customer, what marketing message does the Pipe Networks challenge send to you?

Personally, I love the fact that they're undertaking a step-level improvement over their previous DC builds.  Secondly, I like the fact that they're doing it in a transparent way.  If they succeed, they're heroes.  If they fail, they fail publicly. Regardless, the challenge generates buzz about the company.

What I'm most impressed with, is their willingness to put their reputation on the line.  If you were searching for a hosting provider,  is this a compelling differentiator?  If they're challenging themselves with a DC build, are they challenging themselves in every other service area?  Once you get prospective customers asking these question, you're halfway home.  You stand out in the crowd.

Have you ever worked for a company that took a bold public risk? A company that put their reputation on the line"?