Building off of the idea in here, the margin user also underlies the explosion of software scale: the software itself (how can these apps be so big?) and the te

Building off of the idea in here, the margin user also underlies the explosion of software scale: the software itself (how can these apps be so big?) and the teams (why do they need so many people?). When all that counts is gaining that N+1'th user, there's a strong incentive to pile on one-off features and special cases to ensure that every potential new user has a tailor-made first experience to hook them in. Facebook and Uber both lean heavily into this, for example.