> I'd count that as a lost sale. It's a lost sale, but that's still not a cost. It's just money they never got. If it had actually cost them, then I'd expect

> I'd count that as a lost sale. It's a lost sale, but that's still not a cost. It's just money they never got. If it had actually cost them, then I'd expect it would take away money they previously had, like I say lunch costs me $15 because after the transaction I'm down $15 (but up a lunch). At best, it's akin to opportunity cost.