[60Vhipx7b4JL]

The article seems to imply that there is a standard revenue/fraud curve.

But what if there isn't such a static condition and you could jump to a less fraud (higher revenue) situation with different technical measures? So changing the revenue/fraud curve.

Like: 2fa (like an app confirmation) based on heuristics?

Yes, the fundamental statement is the same, but you changed the existing "rules"