Two years ago, we built a custom file format for container images to achieve sub-second cold starts.
When you run a serverless platform, your product lives and dies by performance. Image pulls are one of the main variables you need to optimize.
One way to do this is by building a custom FUSE filesystem that's mounted on the host, and allow the container to lazy load the image as it runs.
Initially, we tried to find off the shelf projects like AWS SOCI and Nydus, but they just weren't fast enough. We ended up building our own file format, called CLIP.
A side benefit of controlling the interface is that we have programmatic hooks into the image format. We can easily distribute layers and cache layer content, which is extremely useful for cross-cloud workloads.
It's an investment we made early on, and the performance gains pay off every single day.