it's as if… all of those downloads were manually packaged by Apple employees in envelopes
Sure, that part does scale. The fact that scalable processes can scale is not a myth. The myth comes in when we get so dazzled by those awesome new scalable processes that we handwave away the distinction between that which scales, and that which does not.
When you speed up one portion of a process you don't speed up the process, you just move the bottleneck. The slowest and most expensive part of shipping an app used to be printing and mailing disks. Now it's App Store reviews. [1] Or producing documentation. Or deciding whether the buttons work better on the left or the right. Or the volume of calls to your support line, or posts to your online FAQ. In whole sectors of publishing the bottleneck is marketing: Your book, movie, app, or platform can't grow faster than the number of people who can be convinced to buy it, and convincing people is a very human-scale process; to build trust requires attention, and attention is not a scalable resource. Despite modest advances in brain-enhancing drugs, we still think and feel at about the same rate as ever, and despite advances in font technology the number of words we can read per waking hour is about the same as it was two hundred years ago.
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[1] Of course, the rate of shipping app updates depends on the speed of the review process, but the first derivative of the rate of shipping app updates depends on the rate at which new reviewers can be hired and trained, and that is even more of a human-scale process.
Sure, that part does scale. The fact that scalable processes can scale is not a myth. The myth comes in when we get so dazzled by those awesome new scalable processes that we handwave away the distinction between that which scales, and that which does not.
When you speed up one portion of a process you don't speed up the process, you just move the bottleneck. The slowest and most expensive part of shipping an app used to be printing and mailing disks. Now it's App Store reviews. [1] Or producing documentation. Or deciding whether the buttons work better on the left or the right. Or the volume of calls to your support line, or posts to your online FAQ. In whole sectors of publishing the bottleneck is marketing: Your book, movie, app, or platform can't grow faster than the number of people who can be convinced to buy it, and convincing people is a very human-scale process; to build trust requires attention, and attention is not a scalable resource. Despite modest advances in brain-enhancing drugs, we still think and feel at about the same rate as ever, and despite advances in font technology the number of words we can read per waking hour is about the same as it was two hundred years ago.
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[1] Of course, the rate of shipping app updates depends on the speed of the review process, but the first derivative of the rate of shipping app updates depends on the rate at which new reviewers can be hired and trained, and that is even more of a human-scale process.