The era of closed proprietary hardware platforms is coming to an end. Today, in the world of Web-scale IT, the industry is starting to adopt new approach, based on the principles of openness, scalabilty and customizability. However, in more conservative networking industry, traditional equipment and proprietary technologies from a single vendor are often being used, which limits the flexibility, prevents innovation and narrows down the choice. The "Open Ethernet" initiative from Mellanox brings open source principles into the world of modern networking and allows customers to select the best hardware and software to design network infrastructure, based on open and standard protocols and technologies, also opening the way for broad adoption of SDN.