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In the video titled 'Micro Talk: Maps want to be free!' presented by Sebastian Delmont at GoRuCo 2012, the speaker discusses the challenges of using Google Maps and the benefits of creating custom online maps using open data.

Delmont begins by addressing common assumptions about the Google Maps API, particularly the misconception that it is free. He highlights a sudden change by Google to charge for access beyond 25,000 views per day, which poses a significant financial burden for businesses generating millions of map requests. This revelation pushed Delmont and his team at 3DC to explore alternatives to Google Maps.

Key points discussed in the video include: 
- **Cost of Google Maps**: Delmont shares that after calculating potential costs, their mapping needs could lead to almost a million dollars annually with Google, prompting them to seek alternatives.
- **Transition to OpenStreetMap**: He discusses their decision to build their own mapping solution utilizing OpenStreetMap data and tools such as TileMill to create customized tiles.
- **Implementation and Costs**: The team successfully launched their own maps for StreetEasy after about a month and a half of work, significantly reducing costs to approximately $20,000 per year compared to the previous estimates with Google.
- **Autonomy in Mapping**: Delmont emphasizes the freedom and control they gained by creating their own maps, including the ability to update and document missing areas actively. 
- **Technical Considerations**: He discusses various tools and libraries available for handling custom maps, including JavaScript libraries like Leaflet and Ruby-specific libraries suited for Ruby on Rails applications.
- **Hidden Costs and Challenges**: The speaker warns about potential hidden costs associated with handling one’s own maps, such as bandwidth and the need for efficient databases.
- **User Experience**: He reflects on user reactions during the transition, noting surprising positive feedback despite initial expectations of complaints. 
- **Strategic Planning**: Finally, Delmont advises having a contingency plan in case costs or service provisions change, along with the importance of automating updates to maintain map accuracy.

Delmont concludes by advocating for developers to consider moving away from Google Maps to open mapping solutions if their needs allow, paving the way for creativity and independence in map development.

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