Instagram seems to agree.
You don't need to worry about solving for scalability until you actually have scaling problems, which most startups will never face. Yet, weirdly, I've seen many companies sink massive amounts of time and money into solving future scaling issues that never materialize.
Solve the demand problem first, and use that to pay to fix the supply problem.
Especially, when you get Facebook-big, you hit a new wall of scaling challenges, and this wall will be very specific to your company. Solving those challenges is tough and expensive, which is just fine, because Instagram-level growth brings with it the money to pay for solving those problems.