Scale to what? You could manually look at the top million searches each year with four average college graduates.

Not everything needs to be computerized and completely automated. You're allowed to just... use human labor.

Sure, if every phone call requires an operator that doesn't scale. Okay, so we now have automatic routing. But having a receptionist to route company requests, which may be complex and may not map nicely, still makes sense. It's a human operator, and you pay them. So what, it's a small expense.