Seth Lieberman

physical service and you had to lease them from HP and you had to do the, and it was like, like, no, you don't have to do that anymore.

So the cost of starting is, is awesome.

It's dramatically lower.

It also means the noise ratio is so much higher.

You hang up the phone and 30 days later, you have a product, right?

So we view it this way.

We've never lost a customer.

We just haven't won them yet.

And so even a customer who churns, we actually have a high rate where customers come back and sometimes they even churn again, right?

And that's part of being earlier than we even thought.

On average, I'd say our lifetime customers are with us three to five years.

The problem with CAG is it's a customer acquisition number and it doesn't account for the difference between closing up

Amazon or closing HubSpot, right?

You know, so if HubSpot buys a $20,000 license from us and Amazon, and they're not a customer, Amazon is a customer actually, and Amazon buys a $20 million, our CAC is still the same, right?

So I actually, the way I think about it a little bit differently is, yeah, we look at CAC, though I don't know what it is off the top of my head because I haven't looked in a couple months.

I like to look at dollars in versus dollars out, right?

So how many dollars of contract value did we sign versus how many dollars did we have to pay to sign that

We'll get it for the month.

We'll look at an aggregate.

So if this month we signed $500,000 of bookings, whatever it is, right?