Or... scope increase is a strategy. It's been an integral and important part of their early business plan and current business model.
I don't think that has ever been the case. There were limitations in place at the start (LTI, limited availability of ships etc) but it always struck me that Roberts is a sucker for attention. Above everything else he wants fame and adulation, so he promises more and more because it gets him more attention.
The by-product being that they are on this circular ride of always chasing money to pay for his previous ideas. There's no scheme here, no strategy, just overpromises and the seeking of money to pay for it.