For years, operators have been trying to make their data centers more efficient by optimizing the cooling and power distribution in the facility - and have more or less ignored the IT equipment in the racks. PUE - the most popular data center metric - simply optimized the ancillary equipment, trying to approach a "perfect" figure of 1.0, where all the power goes into the rack. But what if you could measure the power used by your IT equipment, run comparative tests, and find out how to reconfigure, replace or update your hardware to improve energy efficiency? Rich Kenny claims to be able to do that. Interact started as a project by refurbished hardware supplier TechBuyer, aiming to prove that refurbished hardware could be as good as new kit, and grew into a consultancy that compares hardware configurations, and gives guidance on how to do more with less hardware. Server manufacturers do their business on the basis that new hardware is always more efficient than old hardware, and colo providers would rather you didn't find out that you could do away with half the racks you are renting. Kenny is shining a light into a dark corner that has not had enough exposure, dissecting the 1 in that PUE figure. He could be about to step on some industry toes...