It had to hire them later on. Because when there are users - you need support, take out fires etc.
And this exact thing will happen with any homebrewed SaaS.
You either run a business or play tech company making your own saas instead of focusing on your business.
Sure you can do both in very rare cases - if you are SpaceX or similar, otherwise you are shooting yourself in the foot.
Even then, startups prioritize growth over efficiency. So maybe 100 people would have been fine but 1000 gets them a 5% growth improvement in growth.