Etsy has John Allspaw, the guy who scaled Flickr. The man breathes scaling. He wrote the book on it! I realize he's an ops guy, but when you've got someone like him working for you, I'd say you've got a good chance of success.
Yes. My point isn't that Allspaw can add servers and whatnot, but that he's a VP at the company. At some point, you stop thinking about computers and start thinking about how the business grows, and I think that he can help in that regard.
The article's thesis seems to be that you can't actually -- or it's very difficult -- to run a successful business on etsy, particularly given etsy's requirement that everything be handmade. This in turn is bad for etsy, since sellers will eventually give up once they realize how little they're earning. I'm at a complete loss to see how your comments have anything to do with the article...?