Data Center Poll asks who is right Greenpeace or Facebook?

DataCenterKnowledge has a poll that's been up for 3 days asking who's right? Greenpeace or Facebook.  When I took the poll, it was about 60% Facebook, 20% Greenpeace, 20% neither.

Today.

Who’s Right? Greenpeace or Facebook?

September 17th, 2010 : Rich Miller

Greenpeace has been blasting Facebook over the fact that the company’s new Oregon data center will receive its power from a local utility that gets the majority of its power from coal. As Greenpeace steps up its campaign with letters and videos targeting Facebook CEO Mark Zuckerberg, we thought we’d get your opinion. Who’s right in this dispute? Take our poll.

Who's right? Facebook or Greenpeace?

Facebook: Improved energy efficiency is the best way to reduce the carbon impact of data centers. 19.33%

Greenpeace: As major power users, data centers must shift to non-coal energy. 69.89%

Neither: Site selection is complicated. Can't we all get along? 10.79%

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I went to the Facebook 100% renewable that Greenpeace has up. No mention. So, the 290,000 members didn't get a chance to fill out the poll in favor of Greenpeace.

Huh, 70% vs. 20% think Greenpeace is right.  Who would have thought these results from a technical data center crowd.

If you go out to the mass public, what would be numbers be?  The folks at Greenpeace must be feeling good.

Their Facebook: Unfriend Coal is up to 150, 751 views.

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How Green is Green enough in a Data Center?

A green data center is not exactly defined.  Being energy efficient, a low PUE, and renewable energy are all good, but even if you had no carbon footprint for operations, there are others areas of environmental impact that environmentalist could point out.

Data Center Journal has an editorial post on being green.

How Green is Green Enough?

Design Editorial

THURSDAY, 16 SEPTEMBER 2010 16:41

WRITTEN BY JEFFREY CLARK

The recent (and ongoing) dispute between the social-networking giant Facebook and environmental advocacy group Greenpeace (“Greenpeace Versus Facebook”) illustrates the growing strain between the data center industry and some groups and individuals seeking to protect the environment. Ignoring the extremes of “man can do no right” and “man can do no wrong” with regard to the environment, the question in the data center context becomes how far must companies go to earn the title of “environmentally friendly.

And being the voice of reason.

The quest for environmental friendliness is, in some sense, a quest for perfection: a data center, or any system that uses energy, can always become more efficient (perfect efficiency is impossible, courtesy of the second law of thermodynamics) and can always make better use of its available resources. Even if a data center reached 100% efficiency, someone, somewhere, would likely still fault it for using too much energy. As the above-mentioned blog article states, “In short, can we ever be green enough? The short answer is no.”
Thus, data center managers must decide what their own goals for environmental friendliness are and in what time table these goals are achievable. With energy prices rising and public concern about the environment growing, companies have little choice but to take action in this regard, but what actions they take may well be limited by available resources. Some new efficiency technologies may well reduce a data center’s power consumption, but the cost of these technologies may well be out of reach for some companies. But to be responsible and to avoid being hectored by environmental groups, some action is required.

Jeffrey closes with this advice.

Perhaps the best approach for companies attempting to “green” their data centers is moderation. Reduce energy waste, yes; reduce inefficiency, yes; be responsible, yes; but don’t break the bank attempting to achieve perfection when perfection is not even needed.

But, be careful this last advice is what Facebook did.  What data center managers need to be aware of is if you work for a big brand company which almost all the big data center companies are, then you could be a target identified by Greenpeace.

So, when you green your data center, you need to think about how others view your efforts as their view of green may not be the same as yours.

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Yahoo's Greenest Data Center opens, PUE 1.08

Yahoo opens its greenest data center today with a PUE of 1.08.

PCWorld reports.

Yahoo Opens 'chicken Coop' Green Data Center

By James Niccolai, IDG News

Yahoo is opening a data center in upstate New York that uses a radical new design to reduce energy costs by 40 percent, the company said Monday.

The data center in Lockport, near Niagara Falls, is cooled almost entirely by outside air that blows through the long data center halls to keep server equipment cool.

That means the data center doesn't need a chiller to provide cold water for cooling, avoiding one of the most energy-intensive pieces of equipment in a traditional data center.

The IT gear will be run primarily by hydroelectric power from the local utility, New York Power Authority. Yahoo says it's the most eco-friendly data center it has built.

The official Yahoo press release is here, and they are playing the green/sustainability card.

Yahoo! Opens State-of-the-Art Data Center in Western New York

Yahoo!'s Lockport Facility Was Awarded a $9.9 Million Sustainability Grant from the Department of Energy for Its Leadership in Designing Energy-Efficient Data Centers

SUNNYVALE, Calif. & LOCKPORT, N.Y., Sep 20, 2010 (BUSINESS WIRE) -- Yahoo! Inc. (NASDAQ: YHOO) today unveiled one of the world's most energy-efficient, environmentally friendly and cost-effective data center buildings in Lockport, Niagara County, New York. The state-of-the-art facility uses a combination of innovative data center design and Lockport's naturally cool climate to dramatically decrease its electricity use throughout the year.

Yahoo! is hosting a ribbon cutting event with Yahoo! executives and elected officials, including Yahoo! CEO, Carol Bartz; Yahoo! Executive Vice President of Service Engineering and Operations, David Dibble; U.S. Senator for New York, Charles E. Schumer (D-NY); New York Governor, David Paterson; U.S. Representative, Christopher Lee (R-NY-26); New York State Senator, George D. Maziarz (R-62); New York State Assemblymember, Jane Corwin (R-142); and New York Power Authority (NYPA) President and CEO, Richard M. Kessel.

"We're thrilled to unveil our world-class data center in Lockport and take an active role in the community," said Yahoo!'s Carol Bartz. "Yahoo! is serious about sustainability and is leading efforts to address climate change. That's why we believe in creating highly efficient data centers that minimize the impact on the environment."

Yahoo has successfully positioned itself as a leader in green data centers, and becomes the benchmark others are measured against.

The Lockport facility will have the first implementation of Yahoo!'s green data center design, called the Yahoo! Computing Coop (YCC). The best-in-class, energy-efficient design was recognized by the U.S. Department of Energy (DOE) in 2010 with a sustainability grant of $9.9 million, the largest award received from the DOE's recent Green IT grant program. The facility uses a combination of Lockport's cool climate, prevailing winds and hydropower to keep the 120-by-60-foot server buildings cool. The YCC design, dubbed the "Yahoo! Chicken Coop," mimics the long, narrow design of a chicken coop to encourage natural air flow 100 percent of the time, resulting in an annualized average of less than 1 percent of the buildings' total energy consumption being required to cool the facility. Yahoo!'s Lockport data center is among the most efficient data centers in the world, with a low power usage effectiveness1 (PUE) of 1.08, compared with the industry average of 1.922.

Thanks to CNET is a picture supplied by Yahoo of the chicken coop design.

Yahoo opens doors to self-cooled data center

by Martin LaMonica

Yahoo's Chicken Coop data center design takes advantage of the prevailing winds and outdoor air for almost all its cooling.

Yahoo's Chicken Coop data center design takes advantage of the prevailing winds and outdoor air for almost all its cooling.

(Credit: Yahoo)

Looks a little different than what Yahoo has done in the past.

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Google's Urs Hölzle explains why beefier cores are better than whimpy cores

The Register covers a new paper by Google's Urs Hölzle.

Google ops czar condemns multi-core extremists

Sea of 'wimpy' cores will sink you

By Cade Metz in San FranciscoGet more from this author

Posted in Servers, 17th September 2010 07:04 GMT

Free whitepaper – The Reg Guide to Solutions for the Virtual Era

Google is the modern data poster-child for parallel computing. It's famous for splintering enormous calculations into tiny pieces that can then be processed across an epic network of machines. But when it comes to spreading workloads across multi-core processors, the company has called for a certain amount of restraint.

With a paper (PDF) soon to be published in IEEE Micro, the IEEE magazine of chip and silicon design, Google Senior Vice President of Operations Urs Hölzle – one of the brains overseeing the web giant's famous back-end – warns against the use of multi-core processors that take parallelization too far. Chips that spread workloads across more energy-efficient but slower cores, he says, may not be preferable to chips with faster but power-hungry cores.

The paper is here and only 2 pages long.  And, when thinking what motivated Urs to write this paper i think it was his frustration that too many people are focusing on the number of cores to solve a problem and not taking into consideration what happens to the overall system when you try to solve problems with a bunch of whimpy cores vs. brawny cores.

We classify multicore systems as brawny-core systems, whose single-core performance is fairly high, or wimpy-core systems, whose single-core performance is low. The latter are more power efficient. Typically, CPU power decreases by approximately O(k2) when CPU frequency decreases by k, and decreasing DRAM access speeds with core speeds can save additional power.

Urs as usual uses excellent presentation skills to make his point in three areas.

First, the more threads handling a parallelized request, the larger the overall response time. Often all parallel tasks must finish before a request is completed, and thus the overall response time becomes the maximum response time of any subtask, and more subtasks will push further into the long tail of subtask response times. With 10 subtasks, a one-in-a-thousand chance of suboptimal process scheduling will affect 1 percent of requests (recall that the request time is the maximum of all subrequests), but with 1,000 subtasks it will affect virtually all requests.

In addition, a larger number of smaller systems can increase the overall cluster cost if fixed non-CPU costs can’t be scaled down accordingly. The cost of basic infrastructure (enclosures, cables, disks, power supplies, network ports, cables, and so on) must be shared across multiple wimpy-core servers, or these costs might offset any savings. More problematically, DRAM costs might increase if processes have a significant DRAM footprint that’s unrelated to throughput. For example, the kernel and system processes consume more aggregate memory, and applications can use memory-resident data structures (say, a dictionary mapping words to their synonyms) that might need to be loaded into memory on multiple wimpy-core machines instead of a single brawny-core machine.

Third, smaller servers can also lead to lower utilization. Consider the task of allocating a set of applications across a pool of servers as a bin-packing problem—each of the servers is a bin, and we try to fit as many applications as possible into each bin. Clearly that task is harder when the bins are small, because many applications might not completely fill a server and yet use too much of its CPU or RAM to allow a second application to coexist on the same server. Thus, larger bins (combined with resource containers or virtual machines to achieve performance isolation between individual applications) might offer a lower total cost to run a given workload.

How many data center operation VPs can write this paper?  One.  :-)

Keep the number of cores in mind for a green data center, smaller energy efficient processors may not be the most efficient overall.

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Greenpeace launches Unfriend Coal Video at Facebook - the so coal network

There are some out there surprised by Greenpeace's action at Facebook, but I could see this coming 2 years ago, and even blogged incorrectly that Google, Apple, Microsoft were the potential targets in July 2009 which was logical given their brand and data center build outs.

What is the First Greenpeace Data Center Target? Apple? Google? Microsoft?

Datacenterknowledge blogs on how quickly Apple is building its $1 billion dollar data center.

Apple Moving Quickly on NC Project
July 28th, 2009 : Rich Miller

apple-nc

 

Facebook's move to Oregon and the choice of coal power set Facebook as the target.

Facebook bets on coal for new Oregon data center

By Matt Stansberry, Executive Editor
29 Jan 2010 | SearchDataCenter.com

On Jan. 21, when Jonathan Heiliger, vice president of technical operations atFacebook announced the company would build its first data center, it wasn't a surprise that the Web giant located its facility in Oregon. What is surprising is that it will not avail itself of the region's famous hydroelectric power.

This is turning into a media battle and Greenpeace launches its latest.

Greenpeace Launches Its Latest Anti-Facebook Volley

content by Greener World Media

By Matthew Wheeland at Greener World Media

Thu Sep 16, 2010 1:00am EDT

"The Social Network" it certainly isn't, but Greenpeace today unveiled the latest front in its battle to get Facebook to change its coal-powered-data-center ways.

Timed to the release in two weeks of a feature film about the at-times-seamy beginnings of Facebook, Greenpeace has put together its own satire of the company's history.

The video is here on YouTube with 34,414 views now.

Note the play on words.

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and thanks to YouTube's closed caption here is some screen shots with the words.

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Here is a list of media coverage so far.  Maybe Facebook should have had a green data center strategy beyond being efficient? duh.

You're 'So Coal': Angling to Shame Facebook

New York Times (blog) - Leslie Kaufman - ‎1 hour ago‎

It's not intuitive to have pity for Mark Zuckerberg, the 26-year-old co-founder of Facebook. But lately Mr. Zuckerberg, thought to be the ...

30 Second MBA: Mark Zuckerberg CEO of Facebook "How do you generate innovation?"

Fast Company - ‎12 hours ago‎

Mark Zuckerberg, CEO of Facebook, answers the question: "How do you generate innovation?"

Zuckerburg would be happy to make Facebook non-profit: David Kirkpatrick

Economic Times - ‎14 hours ago‎

You ask David Kirkpatrick, why we should read his book and pat comes the reply: “If you want to understand Facebook and know who Mark Zuckerberg is. ...

Greenpeace Launches Its Latest Anti-Facebook Volley

Reuters - Matthew Wheeland - ‎21 hours ago‎

"The Social Network" it certainly isn't, but Greenpeace today unveiled the latest front in its battle to get ...

The So Coal Network: Confronting Facebook's Coal Problem (Video)

Huffington Post - ‎Sep 16, 2010‎

The story about the founders of Facebook, The Social Network, premieres next week, and Greenpeace has taken the opportunity to create our own short film, ...

Greenpeace slams Facebook's coal-powered data centre

Information Age - ‎3 hours ago‎

Greenpeace has issued a video calling on social networking giant Facebook to stop powering its Oregon data centre with electricity generated by burning coal ...

Cause for a viral video

Ithaca College The Ithacan - Rebecca Webster - ‎12 hours ago‎

It always amazes me what seemingly simple graphics and the sound of a child's voice can do for a cause. At this point, if you are an avid Facebook-er, ...

All 22 related articles »

Blogs

Mark Zuckerberg: Social Games Are Next-Generation, Xbox And Nintendo, Last-Gen

Forbes (blog) - Oliver Chiang - ‎Sep 15, 2010‎

It's no surprise that Facebook chief executive Mark Zuckerberg thinks that games, and all online applications, are becoming more social. ...

Greenpeace International Challenges Facebook's Use of Coal-Based Power

Green Jobs Ready (blog) - ‎17 hours ago‎

by Mandy on September 16, 2010 Leading non-profit environmental organization Greenpeace International is challenging Facebook to seek clean energy ...

How Green is Green Enough?

Data Center Journal (blog) - jeffrey clark - ‎20 hours ago‎

The recent (and ongoing) dispute between the social-networking giant Facebook and environmental advocacy group Greenpeace (“Greenpeace Versus Facebook”) ...

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