It can be tougher in consumer businesses. A game may seem hot for a while, but then all the users move at once. Or early adopters use the software longer or s

It can be tougher in consumer businesses. A game may seem hot for a while, but then all the users move at once. Or early adopters use the software longer or slower than the average user who comes later. This doesn't mean they shouldn't be measured, just that it's very tough to get it accurate, and a small change in user churn can have a huge impact on corporate valuation.