This is the case for pretty much all "freemium" services and applications, including mobile games, and apps like Trello, Github, etc. Shouldn't be surprising.

This is the case for pretty much all "freemium" services and applications, including mobile games, and apps like Trello, Github, etc. Shouldn't be surprising. Calculating LTV and keeping your CAC under that should be goals of these organizations. They should also understand that monetizing free users will always have a ceiling.