The cloud marketplace can be a powerful tool to allow companies to acquire software with little or no long-term negotiating. It also allows companies to test new software to determine whether it will solve a business problem with ease and little in the way of upfront costs. However, there are cases where using the marketplace is not a fit. For example, if a company already has a long-term strategic relationship with an ISV vendor, with custom patches, or other specific product offerings, then deploying the software themselves is usually preferred. Alternatively, if a company feels they have an especially complicated use case (large scale, additional security, and so on) and the core competency to manage the deployment themselves, it would usually chose to forgo the marketplace and design and deploy the software solution themselves.