It was not the reality of the power industry but will be soon as we have not had a source of electricity that is the cheapest and is getting cheaper and easy to install this is something unique.
I don't see Google, Amazon, Microsoft or any company pay $10 for something if building it themselves will cost them $5. Either the price difference will reach a point where investing into power production themselves makes sense or the power companies decrease prices. Looking at how all 3 have already been investing in power production over the last decade themselves either to get better prices or for PR.