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After reflecting of my own experience with a failed B2C product, I definitely agree with the statement in your second paragraph. We spent a significant amount of time worrying about 'scaling' on a lot of fronts, not just technical, but the highest CCU we ever hit was a couple hundred users over the course of a year and a half.

From a design standpoint, I think its perfectly acceptable to keep said objectives a high priority... but from an execution standpoint, its more important to be as nimble and flexible as possible. Re-writes shouldn't be feared too much, they take less and less time if the team is applying what they've learned.

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