What does "scale" mean in this usage?

[veddy no veddy veddy yes]

As Seth Godin uses it in these two sentences:

"Make money (online) in the small, and then relentlessly scale."

"Focus on the scarce resource online: attention. If you try to invent a way to take cheap attention and turn it into cash, you will fail. The attention you want isn't cheap, it's difficult to get via SEO and it rarely scales."

from this link
http://sethgodin.typepad.com/seths_blog/…

I already get that it generally means increases or multiplies somehow. What I hope to
understand (as a bonus) are the mechanics of what technique or process he is referring to, that made him choose the word "scale" over more general words like "increase".

[Ed]

May be no help but if you're talking about "business writing", business men and women often get excited about using the latest vocabulary to impress their bosses, who, if so impressed, are pretty stupid but hey, its business so silly things matter. In short, the word "scale" doesn't mean any more than "increase" but sounds "more professional".

Teachers can get an odd sense of what business people expect and forget to tell you that everyone is different. Good executives appreciate clear, simple writing that is SHORT and concise because they read about 1000/day. Middle management and fluffy execs are the ones to watch out for so you need to be fluent in several styles and carefully discern when to use them.