I really don't understand why dl.google.com isn't just running Nginx or some web server. It's just serving files. Why does it need software written in house?
Also, nginx doesn't have such...interesting ideas as the custom server: http://talks.golang.org/2013/oscon-dl.slide#19
I mean, if by "rather uncommon challenges" you're referring to the "what are threads?" design philosophy of the original... then yeah, it does require "custom software".
Perhaps the problem was that dl.google.com was being used for too many things at once, but this doesn't excuse building custom software that offers worse performance than free off-the-shelf products that literally everyone else has been using for years.