But scaling should mean "scaling (up) everything", not "scaling (up) customers and income but do not scale (up) service and assistance".

In a small business, you sell (say) 1,000 items and serve 1,000 customers per year, of these 50 to 100 will need or want to talk to you about some aspect of the transaction.

This will take you half an hour every day.

When the items and the customers become 10,000, that will become 5-8 hours per day, and you hire a dedicated person for this assistance.

When you reach 100,000 you should hire another 9 people, but you don't and scale to 3 people that simply cannot manage the amount of requests.

When you reach 1,000,000 you fire all the 3 people that in the meantime became very competent on solving the problems and outsource the whole assistance to some firm that promises you 100 capable technicians but in reality provides 20-30 clueless people.

And you never check whether your customers are satisfied or not, but you pay a consultant firm to harass customers with meaningless newsletters and pointless polls on their satisfaction.

At a certain size the "love" for your customers vanishes, which makes me doubt if it ever existed.