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Fair but usage growing exponentially would mean the value it's providing grew exponentially, so I wouldn't say that's a bad thing with any certainty.
This is linear thinking. Value in what sense? Economics or just vibes?
True, I'm perhaps naive. I tend to think markets behave linearly (in the sense we're discussing) over long time frames.
How efficiently can we manage that growth to ensure the benefits outweigh the costs?
If the benefits don't outweigh the costs won't they go out of business and there won't be any benefits or costs?
Fair but usage growing exponentially would mean the value it's providing grew exponentially, so I wouldn't say that's a bad thing with any certainty.