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Exactly. Hearing "support doesn't scale" is complete bullshit. They just would prefer to skirt the costs.

True, for example, AWS is doing fine for years with manual customer services despite its scale.

Scaling in 2017 means "scales like f(x) = ax+b" with a=0, b=0

Maybe for Google.

Scaling well means "costs / effort scale like f(x) = ax^p +b " with p < 1. Not scaling well means having p > 1.