[michaelbuckbee]

Inbound -> people coming to the site (instead of salespeople calling them up)

Churn -> people canceling their subscriptions.

Churn Rate -> rate at which they're canceling (ex: 5% a month)

Net Negative Churn Rate -> if the overall dollar amount of people moving from $50/mo plans to $100/mo plans is higher than the dollar amount of people canceling subscriptions.

So while the Churn Rate doesn't change (still 5% a month) the overall monthly revenue is still increasing. This is really hard to do and it's a good indicator that they're making something that people really want and are willing to pay to use.