But those small increases aren't apparent unless you're using the product many times a day - chicken and egg. The issue is that for many products in this class,

But those small increases aren't apparent unless you're using the product many times a day - chicken and egg. The issue is that for many products in this class, churn is so quick that you need to be convinced to stick around long enough for the decreases in friction to actually have time to accumulate. Hence marketing spend.