To elaborate on Dave's point here, the ARPU for Paypal is low because Paypal's revenue is just a cut of the transaction value that they facilitate.  For example, I pay them about ~$1.19 or so out of every $30 purchase.<p>US-based customer services reps cannot complete a phone call for less than $7 fully loaded.  You really, realllllly do not want to have a CS infrastructure taking multiple calls to resolve Mrs. Smith's inability to successfully use her computer when Mrs. Smith is probably going to be worth less than a buck fifty to you and will likely need more handholding next time, too.