Even if you did lose 1% of customers because of 100ms delay; that could be a good thing. The kind of customer who would change their mind about purchasing some

Even if you did lose 1% of customers because of 100ms delay; that could be a good thing. The kind of customer who would change their mind about purchasing something because of 100ms delay may not be the kind of customer that you'd want to do business with anyway. If 100ms is all it takes to put this customer off; maybe it means that they didn't really want to buy that thing to begin with... That kind of customer is probably more likely to get buyer's remorse, to file a complaint, require follow-up and demand a refund. My point here is that it's silly to just look at statistics as black-and-white good or bad and pretend that they tell a complete story.