Unrestricted consumption is at the root of many bad things for the environment. Not too long ago magazine and newspapers were the primary method people got the news and the advertising print ecosystem made money. Behind all the paper consumption were huge pulp and paper mills that are now straining for survival if they aren't already closed.
Now you have products like Instagram that was built on free unlimited image sharing which was great to build market share and be disruptive to Facebook and Google's social media strategies. Here is a question though, how many of those photos are needlessly wasting HD space sitting idle with little traffic.
The NYTimes has published an article takes the direction of thinking of data centers like the pulp and paper mills - power consuming polluting buildings.
THE CLOUD FACTORIES
This is the first article in a series about the physical structures that make up the cloud, and their impact on our environment.
The author is planning more articles. Given the bad positioning of the data center industry I bet there are a bunch of people mentioned in the article that wished they hadn't spent time with the author.
A yearlong examination by The New York Times has revealed that this foundation of the information industry is sharply at odds with its image of sleek efficiency and environmental friendliness.
Most data centers, by design, consume vast amounts of energy in an incongruously wasteful manner, interviews and documents show. Online companies typically run their facilities at maximum capacity around the clock, whatever the demand. As a result, data centers can waste 90 percent or more of the electricity they pull off the grid, The Times found.
Here are a few example that will get you thinking.
“It’s staggering for most people, even people in the industry, to understand the numbers, the sheer size of these systems,” said Peter Gross, who helped design hundreds of data centers. “A single data center can take more power than a medium-size town.”
...
“This is an industry dirty secret, and no one wants to be the first to say mea culpa,” said a senior industry executive who asked not to be identified to protect his company’s reputation. “If we were a manufacturing industry, we’d be out of business straightaway.”
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To guard against a power failure, they further rely on banks of generators that emit diesel exhaust. The pollution from data centers has increasingly been cited by the authorities for violating clean air regulations, documents show. In Silicon Valley, many data centers appear on the state government’s Toxic Air Contaminant Inventory, a roster of the area’s top stationary diesel polluters.
The US is positioned as the worst offender.
Worldwide, the digital warehouses use about 30 billion watts of electricity, roughly equivalent to the output of 30 nuclear power plants, according to estimates industry experts compiled for The Times. Data centers in the United States account for one-quarter to one-third of that load, the estimates show.
Power back up is criticized. Bet those vendors are glad they didn't talk to the NYtimes.
Even running electricity at full throttle has not been enough to satisfy the industry. In addition to generators, most large data centers contain banks of huge, spinning flywheels or thousands of lead-acid batteries — many of them similar to automobile batteries — to power the computers in case of a grid failure as brief as a few hundredths of a second, an interruption that could crash the servers.
“It’s a waste,” said Dennis P. Symanski, a senior researcher at the Electric Power Research Institute, a nonprofit industry group. “It’s too many insurance policies.”
The air quality issues are highlighted.
At least a dozen major data centers have been cited for violations of air quality regulations in Virginia and Illinois alone, according to state records. Amazon was cited with more than 24 violations over a three-year period in Northern Virginia, including running some of its generators without a basic environmental permit.
The fight club data center culture is spun as a conspiracy.
For security reasons, companies typically do not even reveal the locations of their data centers, which are housed in anonymous buildings and vigilantly protected. Companies also guard their technology for competitive reasons, said Michael Manos, a longtime industry executive. “All of those things play into each other to foster this closed, members-only kind of group,” he said.
That secrecy often extends to energy use. To further complicate any assessment, no single government agency has the authority to track the industry. In fact, the federal government was unable to determine how much energy its own data centers consume, according to officials involved in a survey completed last year.
The PR people who set up interviews with the NYTimes must be sweating as they wonder what will be published in the future.
To investigate the industry, The Times obtained thousands of pages of local, state and federal records, some through freedom of information laws, that are kept on industrial facilities that use large amounts of energy. Copies of permits for generators and information about their emissions were obtained from environmental agencies, which helped pinpoint some data center locations and details of their operations.
In addition to reviewing records from electrical utilities, The Times also visited data centers across the country and conducted hundreds of interviews with current and former employees and contractors.
The author even compares data centers to the paper industry.
The industry has long argued that computerizing business transactions and everyday tasks like banking and reading library books has the net effect of saving energy and resources. But the paper industry, which some predicted would be replaced by the computer age, consumed 67 billion kilowatt-hours from the grid in 2010, according to Census Bureau figures reviewed by the Electric Power Research Institute for The Times.
Direct comparisons between the industries are difficult: paper uses additional energy by burning pulp waste and transporting products. Data centers likewise involve tens of millions of laptops, personal computers and mobile devices.
People feared the folks at Greenpeace. Now they are going to watch out for the NYTimes and maybe other media.