Because monetisation is logarithmic, while growth is supposed to be exponential for a while.<p>You can go from $1 &#x2F; user to $1.40 &#x2F; user or $1.60 &#x2F; user, but you can&#x27;t go to $3 &#x2F; user or $10 &#x2F; user without some fundamental shifts that&#x27;ll lose you users.<p>You CAN go from 100 million users to 300 million to 1 billion.