Good business idea, but I don't think it is scalable. Customer first means each customer has to be paired with an expert. The scalability is then determined by how many customers an expert can handle before the quality of "customer first" drops and how many experts the company can hire. Unfortunately, neither is scalable, which means the VC-backed money-burning strategy wouldn't work.

Perhaps if the company treats experts as Uber treats its drivers and AirBnB treats its hosts, it can resolve the scalability issue. But "customer first" will go down the drain. So, I agree with the author. Kindness is not scalable, because scalable means profit, yet profit is never kind.