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FIGURE 9-8 Rackspace allows a “Go Greener” option that allows customers to buy servers that are PART IV
more ecologically friendly.

“We’ve thought about a lot of things,” said Enright. “Like how to buy renewable energy.”
For instance, its United Kingdom location uses 100 percent renewable energy. They are
trying to find renewable energy resources in the United States. They also offer an offset
program called “Native Energy.” The program offers funding green projects on their behalf.
But while carbon offsets are Rackspace’s solution now, they are looking for a better way
to use renewable energy.
“One complaint about carbon offset is the question often arises, ‘Are you sure it’s funding
green energy?’” observed Enright.
While still using carbon offsets, the company is looking for the next step beyond.
Additionally, Rackspace is building a new datacenter in San Antonio and they are
taking the opportunity to make it as environmentally friendly as possible. But, like their
servers, they can’t go to the extreme. There is a balance to be struck.