  We re-examine the issue of the pQCD factorization scale in the exclusive rho
production in diffractive DIS from the k_t-factorization point of view. We find
that this scale differs significantly from, and possesses much flatter Q^2
behavior than widely used value (Q^2 + m_\rho^2)/4. With these results in mind,
we discuss the Q^2 shape of the rho meson production cross section. We
introduce rescaled cross sections, which might provide further insight into the
dynamics of rho production. We also comment on the recent ZEUS observation of
energy-independent ratio sigma(gamma* p --> rho p) / sigma_{tot}(gamma*p).
