I like this post, even though I disagree with it, because it gets at the fundamental moral motivations and justifications behind starting a business. Alex is an altruist, and from that perspective it indeed makes sense to try and go big. If it's your duty to improve as many lives as you can, why not try and go big? What's interesting is hearing it from that perspective rather than a more selfish perspective.
From a more selfish and individualistic perspective, I think a small business makes sense if you consider your moral duties to only go as far as producing more value than you extract from the world. From this perspective, it might be praiseworthy to try and provide as much value to as many people as possible, but it's not obligatory to be much more than a net positive contributor. And I think a lot of people go about as far as living up to their moral obligations and then satisfy their own desires after that.
From a more selfish and individualistic perspective, I think a small business makes sense if you consider your moral duties to only go as far as producing more value than you extract from the world. From this perspective, it might be praiseworthy to try and provide as much value to as many people as possible, but it's not obligatory to be much more than a net positive contributor. And I think a lot of people go about as far as living up to their moral obligations and then satisfy their own desires after that.