I think that's the key. Most of us aren't Google/Facebook/whatever. Yet lots of people want to mimic those. A simple stack with a relation database on a single machine still goes a long way. In fact, it goes a lot longer way today than it did 20 years ago. It's ok to scale when you need to, but I think premature scaling is the wrong way to go, especially since most things never get to FB/Google/etc size.