If you get successful enough in this type of application space, you reach a mature state in which you need to be able to:
* Run large dedicated instances for your largest customers, because either their performance or security requirements mandate it.
* Share resources among a large number of smaller customers, for efficiency and fault tolerance reasons.
You can get there in two ways:
* You start with a massive multi tenant application, and you figure out a way to shard it and separate in pieces later.
* You start with multiple small applications, and you develop the ability to orchestrate the group, and scale the largest of them.
I would argue the latter is more flexible and cost efficient, and requires less technical prowess.