Only consumer scales up for the holidays. Most other industries scale down. The more companies they have, the more even the overall demand is for them.

Also, every unused resource goes into the spot market. They just have a bigger spot market during the year.

And lastly, that's why they charge a premium. Because they amortize the cost of spare hardware across all their customers.

We certainly don't scale up around Christmas. Appart from online shops and shipping companies, why would everyone else scale up around Christmas?

Not everyone. Ag is in a low time around then and scales way back. I don't know what other industry is like.