I wrote that tweet after an experience at work. It seemed like people were requesting to scale up the complexity of some of the features we were designing, without really any clear rationale (at least initially), and especially not following some sort of iterative release process. And the more I thought about it, the more it started to make sense. That is, there seems to be this idea that as designers, we work to make things simpler, and in the best of cases, we succeed. But in reality (where most of us live :P), this is not always the case, and in fact, products scale towards complexity as they become popular or successful at achieving their early goals.