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I am usually consulting for established companies with what they perceive as scalability problems but too often turns out to be a performance one.

That makes complete sense, tell me more. When you show them that there are enormous optimizations that they could be doing, what do they say?

Nothing. That's the end goal. My team is hired to make their website fast. Unless we recommend a total hosting change which is rare (but it exists) there's little involvement necessary from the client and it's usually in making the necessary compromises. Like, your posts will take two minutes to be searchable but in turn your search will become 400 times faster. Is this acceptable?

But what if you call it NoScale™?

Though it may be heretical to say so in the valley, you know it is possible to grow a business without funding, right?

In the valley you go can grow funding w/o having a business.