I think you have it backwards. Creating your own tools for technical reasons is dogfooding.
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A lot of newer tech companies prefer to develop their own systems these days; there is a new culture of "dogfooding" i.e. building your tools from scratch and using your own product. There are good technical reasons for doing so when you are innovating, as existing systems will never quite meet your requirements. This is especially true of the cloud and "big data" (non-relational DBs), which are both still young and rapidly evolving.
As for specifically what went wrong: I suspect that comes under trade secrets. Building a cloud is hard.
it's a pun
a) ascending to heaven
b) ascending to (tax) haven
really surprised the taiwanese got it, and that it needs to be explained in the west