I thought the model was the one person company with enough usage to be worth 1 billion USD. Badly designed systems can hit bottle necks at like a few thousand DB calls per second which a well designed system can handle on one container. Getting those new features adding to table width or SQL length (or document nesting if you are going that route) with each new feature, I feel the company with a few experts will be at an advantage. Like the old beating the averages essay on using lisp. More smart flexibility wins in the marketplace.