Modern recommendation systems largely infer user preferences from implicit behaviors such as clicks, watch time, and negative feedback, but these signals reveal what users do rather than why they like or dislike content. This work studies articulated user rationales (AURs), i.e., users' natural-language explanations of their preferences, as a new class of polarity-aware and reason-level textual signals for recommendation. Despite their potential value, AURs are difficult to use in industrial systems because they are naturally sparse, often low-quality, and only cover a small fraction of items. We present SARA (Scaling Articulated Rationales), an industrial framework that turns sparse AURs into scalable recommendation signals. SARA first builds a data engine that elicits and curates AURs from 240M Kuaishou Live users, producing SARA-HQ, a quality-controlled and author-centric rationale dataset. It then aligns a general-purpose MLLM into SARA-7B through large-scale SFT and Quality-Refining DPO, extending rationale generation from 86,564 AUR-covered authors to the full 10M-author space. Finally, SARA-Ranker integrates the generated positive and negative rationales into production ranking via rationale-aware interaction modeling and rejection-memory modeling. Extensive offline evaluation, human calibration, and online A/B tests show that SARA-7B generates more specific, polarity-consistent, and grounded rationales than strong MLLM baselines, while SARA-Ranker improves engagement and reduces negative feedback in production. Deployed with daily refresh for over 30 days, SARA establishes articulated rationales as a practical, first-class textual signal for industrial recommendation systems.

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