Personally, I think yes, it is worth it, However your friends bookkeeper might shit a brick. Building up IT infrastructure from the ground up is not cheap. Although storage cost is coming down.

Seriously, running with Google and company will be cheaper in the short term. What you can potentially gain doing it yourself however is resilience from catastrophic 3rd party events. If your not dependent on a third party for your IT infra, it doesn’t matter what they do, or don’t do. For a recent example: https://www.msn.com/en-us/news/technology/influxdata-apologizes-for-deleting-cloud-regions-without-performing-scream-test/ar-AA1dIPX2