This paper challenges the dominance of continuous pipelines in visual generation. We systematically investigate the performance gap between discrete and continuous methods. Contrary to the belief that discrete tokenizers are intrinsically inferior, we demonstrate that the disparity arises primarily from the total number of bits allocated in the latent space (i.e., the compression ratio). We show that scaling up the codebook size effectively bridges this gap, allowing discrete tokenizers to match or surpass their continuous counterparts. However, existing discrete generation methods struggle to capitalize on this insight, suffering from performance degradation or prohibitive training costs with scaled codebook. To address this, we propose masked Bit AutoRegressive modeling (BAR), a scalable framework that supports arbitrary codebook sizes. By equipping an autoregressive transformer with a masked bit modeling head, BAR predicts discrete tokens through progressively generating their constituent bits. BAR achieves a new state-of-the-art gFID of 0.99 on ImageNet-256, outperforming leading methods across both continuous and discrete paradigms, while significantly reducing sampling costs and converging faster than prior continuous approaches. Project page is available at https://bar-gen.github.io/