E.g.: companies that advertise on a large sporting event might preemptively scale up (maybe warm up depending on language) their servers in preparation for a large load increase following some ad or mention of a coupon or promo code. Failure to capture the market it could generate would be seen as wasted $$$
Edit: auto-scale does not count on non essential products, people would not come back if the website failed to load on the first attempt.
Spend 2 hours watching door hinge repair videos followed by buying a new house since you have 500m.