… like others I have encountered who share their unconscious technological assumptions, [Srnicek and Williams] throw the phrase [“scaling up”] around without making it at all clear what they mean by it. For example, in an argument with an apologist for industrial agriculture I pointed to the superior productivity of soil-intensive horticulture in terms of output per acre (e.g. Jeavons’s raised bed techniques that can feed one person on one-tenth of an acre); their response was “Yes, but how will you scale it up?” I kept pressing them to explain what that meant: “Why does it need to ‘scale up’ at all? If one person can feed themselves with a tenth of an acre, or a village can feed itself with fifty acres, why does any single operation need to be larger?” I get the impression some advocates of “scaling up” are unable to grasp the possibility of 300 million people brushing their teeth in an uncoordinated effort using their own toothbrushes, unless it is somehow “scaled up” to everybody brushing at one time with a single 10,000 ton toothbrush—coordinated by a central body that formulates tooth-brushing guidelines. If an individual action is already taking place at the optimal scale, the best way to “scale up” is probably to proliferate horizontally.
Williams and Srnicek are drinking the neoliberal capitalist Kool-Aid in taking at face value the claims of efficiency for global supply and distribution chains. They really do not reflect superior efficiency at all, but rather the irrationalities resulting from perverse incentives under capitalism. […] In short, Srnicek and Williams are at least as guilty as any they criticize of failing to adapt their strategy to changed circumstances; in this case they fail to acknowledge the radical technological advances in cheapening, ephemeralization and reduced scale of production machinery, and to take advantage of their promise for creating a counter-economy outside the existing capitalist economy and leaving the latter to starve for lack of labor-power or demand, instead of taking it over.
From a lengthy and enjoyably punchy review by Kevin Carson of S & W’s Inventing the Future: Postcapitalism and a World Without Work.