I think it slightly works different with a dating app. In theory, if the app works you don’t need it anymore. So in their case, it is confident to offer a big discount.
In terms of the specific, very low, multiple you're of course right - a dating app is an extreme.
But the overall principle that you should expect the discount to reflect their estimated lifetime value of a customer unless the amount is high enough that the investment return can exceed the regular income. With the exception, as noted by conradfr, that if someone suddenly offers a steep discount it could reflect an attempt to raise expensive capital fast
Assuming you're aware of those factors, it's a useful way of gaining insight into customer retention (assuming they're competent enough to run the numbers...)
But the overall principle that you should expect the discount to reflect their estimated lifetime value of a customer unless the amount is high enough that the investment return can exceed the regular income. With the exception, as noted by conradfr, that if someone suddenly offers a steep discount it could reflect an attempt to raise expensive capital fast
Assuming you're aware of those factors, it's a useful way of gaining insight into customer retention (assuming they're competent enough to run the numbers...)