Nvidia, Meta's AI investments, and data center expansions are commanding massive valuations based entirely on forward-looking narratives and speculative positioning, with current profitability secondary or absent. This is Scale as a narrative assertion: the belief that vision and growth trajectory can override fundamentals. Companies are betting that the promise of ubiquitous distribution and algorithmic efficiency will eventually justify current valuations. The cultural shift: Personalization's profitability is immediate and auditable, but Scale's value is speculative and future-facing.