I read somewhere that "the industry is losing the narrative on data centres".

I can't imagine why. Here's the pitch:

"The purpose of these giant buildings is to take away your job. But think about the benefits if we place them in your neighbourhood: Electricity and water will be more expensive, background noise will rise, and if you're *really* lucky we'll drive the whole thing using gas-fired turbines so air pollution rises too! And also they look like shit! What's not to love?"