The natural size

Being intentionally tiny enables us to develop products and services specifically tailored to audiences with diverse needs, providing a level of attention and care (and fun) that larger companies cannot offer or compete with.

I think another driver of this sentiment and behavior is that chasing scale strips you of some humanity. It puts your head too high up in the clouds. It removes you from what happens in the real world with real people. Pursuing something that can’t scale does the exact opposite: it grounds you. It’s a comforting and healing next act.