Last week (4/3/13) IBM did a product launch of the new Hadoop Appliance and the DB2 BLU Acceleration. The BLU model is columnar and they ran with the Netezza model of "simplify-load-and-go" so the total instructions to get data into the machine and act on it is now dirt-simple.
The Hadoop appliance also ran with part of the Netezza model. The Hadoop appliance takes the MPP approach in-a-box so that it's a self-contained appliance without having to stand up a gaggle-of-servers for the same purpose. Keep in mind that these appliances consume less power and generate less heat than the aggregate of their distributed counterparts on the raised floor.
I contrast this to the average hapless soul who wants to do Hadoop and calls upon his management to roll out a gaggle of servers to make it work, and cobbles together the necessary parts and software to make it all happen, painstakingly tuning the environment because that's-what-engineers-do. Then someone says, hey, we could have saved all that money (labor is not free, and neither is hardware) and bought a PureData appliance for Hadoop that has scalable power and a simplified interface - AND integrates to the other environments like PureData Netezza and PureData DB2 for a self-contained operational and administrative experience. We don't need to pay or hire our engineers to home-grow the core substrate. Now they can concentrate on what we hired them for: solving business problems rather than engineer technologies.
Orrrr - we could continue to do it the hard way. Many years ago I was impressed with the notion of "Eccentric Innovation" in that managers who were running out of capacity would act in desperation to stand up home-grown skunkworks (innovations) that were cobbled together by their most "creative" engineers who they did not hire for engineering or their ability to innovate - and ended up with an eccentric innovation - one that they would not have purchased off-the-shelf if given the choice, but that they instead paid several-times-more for and now they own it and only a handful of people on the planet can actually operate it. It's a very tense existence.
In the appliance genre, it sort of looks like this: If I give you a four-slice toaster, you will likely not use all four-slots except on busy mornings or if you have a big family. However, if I give you a 400-slice toaster, your problem is no longer toasting bread, but "bread-management" - keeping the toaster busy by pushing and pulling bread to and from it, and boosting your bread-movement infrastructure. No different for the Hadoop platform. No sooner will it roll out and people will start to use it, but will they use it enough to justify its expense? The total-cost-of-ownership is a glaring, almost blinding problem with a "common" Hadoop rollout but the costs of labor and upkeep are intangible. Appliances may have a tangible up-front expense but their low-maintenance and scalability mitigate total-cost-of-ownership issues.
And - of course - do we want a swarm of engineers running the Hadoop farm or do we want appliances in a lights-out ops center, quietly solving the world's problems before bedtime?