So the higher the pricepoint of the item, the harder it is to actually acquire a customer. To convince someone to buy subscription to a $60 box of food is quite

So the higher the pricepoint of the item, the harder it is to actually acquire a customer. To convince someone to buy subscription to a $60 box of food is quite the endeavor. You also need to be wary about how they exactly calculate CPAs based on ad buys. For instance, if they just comissioned a large scaled TV ad buy, that's millions of dollars they have to pay now. TV advertising has a long tail of user acq as it takes time for the message it wear in to a user. So if those millions hit in the billed quarter, they could still get customers in a later period and the CAC would change.