[abhayhegde]

> Every time I read takes like this I think people forget why big brands exist?

I think the article made a great point why big brands exist -- to deliver on the promise of unbridled growth, often leading to enshittification.

> But big brands could offer customer service just fine if people wanted it.

The experience suggests that they usually offload that to a third-party vendor to cut costs and we all know that does not track as good as small, family owned, locally sourced, your trustworthy shop.

> But, surprise, this second option doesn't scale.

True. Probably does not have to. A sufficiently wide distribution of such businesses is just as good.