Yeah but in a market where the current suppliers are satisfying demand, I feel like the churn just means your customers will go across the metaphorical street to the other guy, and you likewise have the opportunity to bring in someone from a competitor. So you still, of course, need to invest in marketing and retention, but as a means to maintain stability, not to grow forever. The cloud storage market feels pretty mature, so customers are going to be constantly shopping around for the best deal, or the best support contract, or whatever.