[wensing]

They are convinced of the value and therefore less likely to abandon the product because of one negative. Whereas if you aren't sure the app is really doing something for you (making/saving you money), you're more likely to bail and just get your money back the moment it goes South.

[cantankerous]

That's a really good way of framing it. It's good to get insight from people who are in the thick of it (I'm not). Thanks!