Must be something else, don't you think? If there's a company in the world who can just "adjust their model to make it bigger" that's Google. But they haven't done so. Perhaps Google doesn't care.
The engineers working on it seem to be focussing on supporting small languages (ie. languages that only a few million people speak - africa and india have lots of those, both big growth markets). They're also working on better apps - for example being to translate text inside images, text from a video feed, live translation of captions, etc.
It makes sense that they probably wouldn't be deploying a huge chunk of compute there to get a few marginal quality gains.