It's a story about RackShack, which was renamed to Ev1Servers. Interestingly, I heard a rumour that the real reason for then renaming the business was because of a court case with RackSpace who said the name was confusing similar.
But no, RackSpace was big name expensive hosting at the time.
When Rachel talks about new competition, she may have been referring to ServerBeach, which was actually started by RackSpace but they sold dirt cheap servers and stole the entire surfer theme concept.
I worked at RackShack and Ev1Servers during these times.
Some other posts identify her as working at ServerBeach, which was once a part of Rackspace.
ServerBeach's "Secret Sauce" was figuring out a hardware hack to cheaply integrate consumer-grade junk hardware into a typical DHCP/PXE-driven on-the-rack inventory and provisioning workflow.
ServerBeach wasn't the first company using bread racks and junk hardware, but the others trying to match their provisioning speeds were either throwing bodies at the problem or spending real money on switched PDUs.
