As customers leverage its services it will grow.
It will incentivise the market to expand its infrastructure; concretely this will be people downloading and running its client.
It will scale and expand while demand grows.
A service like AirBnB is a good candidate for FABification. The company owns non of the objects it manages (properties), it only owns (or leases) the data centres it runs on. Re-implemented as a FAB the crowd, rather than the cloud, could provide the infrastructure.
It will be a huge challenge to build this right, but also another opportunity to build back in some of the fairness and friendliness, of the early internet; before it got all filled up with SpamBots and Shills.
Gartner calls them Autonomous Business, and has a good article too: