If a firewall doesn't do the trick, what do those services different to make it work? Is it real human beings monitoring and making needed changes (ie. rerouting traffic, blocking, etc)?
Nowadays most datacenters have hardware and software firewalls and filters to keep away small attacks and bad traffic but its not enough against botnet owners with a little bit of experience. A good firewall keeps you safe from most amateur flooders and script kiddies with a few roots on their hands.
But what no piece of equipment was not able to accomplish by itself alone is to stop the big DDoSers that usually start an attack on a target with large botnets (~100k IPs). Like you said, to fight a real DDoS attack, beside a good IT infrastructure (firewalls, bandwidth, DNS servers, load balancers, tier 1-2 network) you need real DDoS mitigation specialists (not just the average server admins) to adjust the hardware and software settings based on the actual attack characteristics. Either this, or you simply just null route all traffic and wait for the attack to pass.