> You could call it "colocation" or "renting space in a data center". What are you building? You're racking. Can you say what you mean?

TFA explain what they're doing, they literally write this:

"In general you have three main choices: Greenfield buildout (...), Cage Colocation (getting a private space inside a provider's datacenter enclosed by mesh walls), or Rack colocation...

We chose the second option"

I don't know how much clearer they can be.

The title is "So you want to build your own data center" and the article is about something else. Its nice that they say that up front, but its valid to criticize the title.

Only one of those options is ‘building your own data center’, and I’ll give you three guesses as to which one it is. I’ll even give you a hint: ‘greenfield’ is in the correct answer.