People are arguing that GaS doesn't scale, but for larger companies, you have to GaS. Take Amazon's easy and quick return policy. They GaS for this interaction,

People are arguing that GaS doesn't scale, but for larger companies, you have to GaS. Take Amazon's easy and quick return policy. They GaS for this interaction, making it a huge reason why you'd want to buy from Amazon. On the other hand, take Google's different services. Because they didn't GaS about the longevity of their services, they now have a graveyard of different services they killed and a lot of people who won't invest in the Google ecosystem because of it. Other examples of not GaS: Shopify support, Google support, Amazon and warehouse workers. TLDR: You have to GaS as you scale because otherwise people will start discounting you or your product as not trustworthy or worth the frustration.