I think a distinction on revenue-positive in a given period vs. ROI-positive on LTV is an important one.<p>Many SaaS products cannot hope to be ROI-positive off of initial revenue when their plans start at $10&#x2F;mo, CPC&#x27;s are $1+ (and that&#x27;s being generous), and conversion rates are &lt;1%.  But if a customer sticks around long enough or generates enough LTV to be worth substantially more, and you have smart data on that, suddently your ROI calculation changes dramatically, and you can be more aggressive where less-savvy&#x2F;more conservative competitors cannot.<p>Now, startups who spend all of this with high CAC and no business model other than &quot;we&#x27;ll monetize someday&quot; are a different story, and inherently more risky.  But that is certainly not everyone.