We analyze flat FRW cosmologies and hyperscaling-violating geometries by emphasizing the analytic continuation between them and their scale covariance. We exhibit two main calculations where this point of view is useful. First, based on the scale covariance, we show that the structure of higher curvature corrections to Einstein's equation is very simple. Second, in the context of accelerated FRW cosmologies, also known as Q-space, we begin by calculating the Bunch-Davies wavefunctional for a massless scalar field and considering its interpretation as a generating functional of correlation functions of a holographic dual. We use this to conjecture a Q-space/QFT duality, a natural extension of dS/CFT, and argue that the Euclidean dual theory violates hyperscaling. This proposal, when extended to epochs in our own cosmological history like matter or radiation domination, suggests a holographically dual description via RG phases which violate hyperscaling. We further use the wavefunctional to compute Anninos-Denef overlaps and show that the ultrametric structure discovered for de Sitter becomes sharper in accelerated FRW cosmologies as the acceleration slows. The substitution d → d eff = d − θ permeates and illuminates the discussion of wavefunctionals and overlaps in FRW cosmologies, allowing one to predict the sharpened structure. We conjecture that the sharpening of ultrametricity is holographically manifested by the growth of the effective dimensionality of the dual theory. We try to find an alternate manifestation of this ultrametric structure by studying the connection of the θ → −∞ background to little string theory.