The cloud's point was to be a computing utility, not to use commodity hardware. They may have been using commodity hardware but it was just a means to an end. That was also the era that "commodity hardware" was a literal game changer for all forms of large-scale computing for businesses, as before then you'd be beholden to an overpriced, over-valued proprietary computing vendor with crap support and no right to fix or modify it yourself. But anyway, the businesses you're referencing are literally the largest tech companies in the world; custom hardware is pretty normal at that size.
