[adrr]

Because those medium-sized customer become large customers and getting more people to use your product builds up skill set in people. Switching cost is very expensive. This is why we'll probably see DataDog and Newrelic dominate the logging space because of their no contract plans that you can scale up to negotiated rates when you become larger. Even getting a POC of splunk is expensive and sales team will push for a contract.

What splunk has going for it now is that they have lot invested in compliance and security but its only matter of time before other providers start offering the same. Only use case i would consider them for is a SIEM. Datadog logging is so cheap and works and gives me more money to spend on other things.