> There's no reason that companies "need to scale".

Scale tends to bring increased revenue/profits. Starting a business is a massive risk of both time and capital typically. If there isn't the potential to win a big reward, we would have far less innovation happening. Most companies need to attempt to scale to justify the risks.

If you want to risk your time and money without the potential for a big reward, thats great. Start a business, make it successful, and start pumping the brakes as you see fit. However, if you do this just be aware that competitors who are willing to scale may come and eat your lunch.