[SpicyLemonZest]

The general attitude I've encountered is that you do this as a whale hunting strategy, developing a reputation for passionate overinvestment in your customers because the kind of people who sign eight or nine digit contracts demand it. I don't have the right data to know whether it always works, but multiple times I've seen it produce big deals that would never have come together otherwise.

[grantsch]

Yes that would be one way to justify to others spending more on acquiring customers than they pay you.