> Given you've used it, just how self-service is it? To me this seems like such a large claim that - if it's doable - I'm surprised there are not more competitors in the "vertically integrated data providers" space.

It is both very self service and not very self service. That's why they employ the FDE model from the article, to actually ingrain it into the client company to the point that it becomes self service.

It's extremely hard to build such a product from scratch and have it actually be good, that's why there's no competitors. Especially providing the finely grained security controls that the article talks about, and have the platform be secure. There's a reason their security team wins the biggest CTFs half the time.

It is completely self service by now. I have my own stack for testing purposes. Of course if you want to deploy this to an enterprise things will differ, but that is the same for Snowflake, Databricks etc.