Rather then simply rely on the connection provided by the data centre, they would instead rely on forging their own connection to the ‘net, essentially becoming their own Internet Service Provider.
This is known as creating an Autonomous System. To do this involves several challenges, the first of which is understanding just how things work at this level of networking. [Kenneth] explains the vagaries of the Border Gateway Protocol, and why its neccessary to secure your own address space. There’s also an amusing discussion on the routing hardware required for such a feat and why [Kenneth]’s setup may fall over within the next two years or so.