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.
Teething Troubles:
http://www.wired.com/2016/06/biggest-crowdfunding-project-ever-dao-mess/
Gartner calls them Autonomous Business, and has a good article too:
http://www.gartner.com/smarterwithgartner/algorithms-autonomous-business/
Image: PAVEL KOLOMEYETS – https://www.artstation.com/artwork/Ql08