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Since the early days of networks, a basic principle has been that endpoints treat the network as a black box. An end-point injects a packet with a destination address and the network delivers the packet. This principle has served one well, and allowed one to scale the Internet to billions of devices using networks owned by competing companies and devices owned by billions of individuals. However, this approach might not be optimal for large-scale Internet Data Centers (DCs), such as those run by Amazon, Google, Microsoft and Yahoo, that employs custom software and customized hardware to increase efficiency and to lower costs.
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