$40 million is admirable. You could do that with a flat team where everyone knows everyone else and operate out the back of an established retail business.<p>Scaling that up would mean having three tiers of management, scores of interns, nobody knowing the names of anyone in the warehouse, the product team not talking to the customer care team, whole departments dealing with accounts things, it just goes on. You could have 100-250 extra people without noticing, banks to pay off, vast premises to rent, a huge marketing bill, considerable IT infrastructure and so on.<p>This would be fine if you really were that smart and that good. Why, you could be the next Amazon.com, even put them out of business. What is alarming is that people think that way, they let greed and arrogance cloud their judgement. It is like a disease.