[YetAnotherNick]

Also not only just establishing human relationships, sometimes software might not be available at all for plug and play and require client level tuning to be effective. Even in cursor, setting up a good .cursorrules seems to have quite a big effect.

I don't think "call us" is an effective inbound sales tactic though, but Mistral does have folks in sales who can do outbound sales.

[haswell]

This is a key point. A customer that buys $100K+ worth of software is automatically a future debook risk if they can't/don't implement it successfully and start seeing value right away.

The high touch approach ensures they're getting support at every step of the way and increases the chances that they'll use the software and renew later.

I'm not sure how many of these factors are in play for Mistral, but to your point, it's easy to imagine some scenarios.