A useful perspective on this is given in
Weinstein, Michael I., Nonlinear Schrödinger equations and sharp interpolation estimates, Commun. Math. Phys. 87, 567-576 (1983). ZBL0527.35023.
As observed in that paper, the ground state for NLS with energy-critical or sub-critical exponent $2 \leq p \leq 1 + \frac{4}{N-2}$ can be viewed as the extremiser for the Gagliardo-Nirenberg inequality
$$ \frac{\int_{{\bf R}^N} |u|^{p+1}}{(\int_{{\bf R}^N} |u|^2)^{1-\frac{(N-2)(p-1)}{4}} (\int_{{\bf R}^N} |\nabla u|^2)^{N(p-1)/4}}.$$
Standard Euler-Lagrange calculations then shows in the energy-subcritical case $p < 1 + \frac{4}{N-2}$ that these extremisers (formally at least) obey the ground state equation $\Delta u + \alpha |u|^{p-1} u = \beta u$ with some Lagrange multipliers $\alpha,\beta$ that can be renormalised to $1$ by suitable rescaling. But in the energy critical case $p = 1 + \frac{4}{N-2}$, the mass term $\int_{{\bf R}^N} |u|^2$ in the above functional disappears, and so does the Lagrange multiplier $\beta$.
See also Appendix B of my textbook
Tao, Terence, Nonlinear dispersive equations. Local and global analysis, CBMS Regional Conference Series in Mathematics 106. Providence, RI: American Mathematical Society (AMS) (ISBN 0-8218-4143-2/pbk). xv, 373 p. (2006). ZBL1106.35001.
for some further discussion of the energy-subcritical case.