Setting up your own server (encrypted or not) helps your site or your application to be as far away as possible from "noisy neighbors" (sites that have a huge amount of traffic or using a huge amount of the server's CPU). Your site will have a great boost in speed (especially if you use a provider with great uplinks and a powerfull server).

Also, if you are on a shared hosting account, the provider hasn't secured the server enough, and one of the other sites becomes a target, your site would go down as well in case of a nullroute (fancy term for "Suspending you server's internet connection forever or until the attack has passed")

Also, if you know what you are doing, and you manage yourself, you can actually bring costs down, by hosting all your apps and sites in one server (if the server can hold all of them of course!)

As for monetisation, that's an irrelevant question, unless you plan to start a web hosting service. If this is not something you would think to do, monetisation has to do with the content or apps you will host.

Thank you for your comment, and sorry for the long reply! Things got out of hand while writing this! :)