Barely a decade ago, traders begun eschewing traditional consolidated data feeds in favour of direct feeds from exchanges, in their pursuit of lower latency. The markets were becoming faster, and everyone had to keep pace if they wanted to remain competitive. At first, these latency gains were fairly easy and inexpensive to achieve.
However after plucking all the low-hanging fruit, firms found that more significant gains came at a much higher price, and eventually became a pursuit of diminishing returns for many firms, and now some firms are exiting that race rather than keep pouring money at it.
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