People are starting to get used to the idea that you hit someones api and they scale for you. I mean from a company based on scaling that's strange but there's a lot of 'magic' that goes into a lot of providers being able to always respond to an API call and most don't see it.

Based on just looking at how some of my employer's customers use our service, plenty of them are completely clueless that they're well outside of normal usage patterns.