Mohit Lad

As in a return on the customers gets sooner and sooner?

Or are we actually going worse?

Yeah.

And look, there's two models, right?

So there are companies like Atlassian.

If you look at them, they have actually got some really good organic growth.

And then they have started to create a strong base and scale.

And there are moments of company when you want to change the ramp rate that you invest in sales and marketing costs.

And the returns of those costs are not in that quarter.

They return like a year later or four quarters later or five quarters later.

And this is why I'm saying that when we...

Anytime I consider a model for what our current expenses are and what our future expenses will be, they have to trend in the right direction.

So the fundamentals of the company won't be good.

If the dollar you spend to acquire a customer is getting worse and worse and worse, then that's not good for the business.

And if you believe you can get more out of a customer over time, then you can afford to invest more in that customer.

In general, when we think about cost of customer acquisition, we want to trend it down over a period of time.

And that's the way we think about it.

We don't want our cost of customer acquisition to go on.

So I don't know the financials of the companies that want to do that.

No, no, no.