Nobody called Snowflake unethical and I specifically point out that they have an innovators dilemma at hand, where focus on too much performance optimization will hurt their revenue and creates incentives to expand usage instead of making things more efficient.

I have watched the keynote and read the article you posted before writing this article. It was great to see some innovation, but making a claim that a 10% improvement is a massive win is just nonsense. You do know that hardware is deflationary? Literally the laptop I’m writing this sentence on went down in price by about 20% since a year ago when I got it. This is why I would prefer for snowflake to be transparent about their hardware since it is more likely to keep them honest and also provides more flexibility in scaling according to workload requirements.