So true. Colocation without a FPGA board and an expert knowledge of micro market and order book dynamics and the ability to express such in concise code nowadays makes zero sense. Did i forget a very deep pocket? Everything else is snake oil For the masses. I believe a total of 1 or 2 individuals on this whole site might possess such skillset
Retail collocation is a sales ploy. It's like the difference between walking from New York to San Francisco vs riding a bike. Sure, a bike is faster but it makes no practical difference because almost everyone else is flying or driving.
The PNL difference between 300 ms latency and 1 ms latency won't be measurable.
There are semi-retail ways of getting down to 60-80 mics that would have a measurable impact. That's like crossing America in a Ferrari. At least you are beating all the other car drivers.
Proximity hosting with a reliable exchange connection and power is worth doing.