> Serverless is an easy way for startups to overcome one of the harder technical challenges: scalability.

But is that kind of scaling really the hard part? If you're already using AWS for example, it is trivial to set up an autoscaling group that will add more EC2 instances the keep up with the rate of traffic. IME, scaling data stores is the hard part of scalability.

I'm not saying serverless doesn't make it a little easier, but it is a different tradeoff. AWS Lambda for example has a lot of limitations too. Maybe I'm interpreting your comment wrong, but I don't think it's fair to imply that serverless is the obvious choice for startups just because it helps overcome scalability.