The document discusses developing user-generated content (UGC) sites that can scale. It outlines key challenges in uploading, converting, storing, streaming and scaling large volumes of UGC. The author recommends using open-source technologies and cloud computing platforms like Amazon Web Services which allow sites to pay only for resources used and easily scale on demand. Case studies compare traditional hosting versus cloud for both a large sports media company and a startup UGC site, noting the cloud's cost advantages and ability to quickly scale large traffic growth.