Small server room operators have many capabilities:
hot and cold aisles
plastic aisle separator curtains
Liebert XDP/XDV and other in-row cooling solutions
I believe that in the newly popular PUE-type evaluations, small operators can be competitive with the big colos. Moving air big distances takes energy. I buy into the concept that fluids are much more efficient for moving heat around than air. Raised floors in closed systems are no long er the efficient way to do things.