True. In the simple/pure examples of "selling software" directly via liscencing... The scale in the article makes sense. A simple "hack" is to combine software

True. In the simple/pure examples of "selling software" directly via liscencing... The scale in the article makes sense. A simple "hack" is to combine software and services. They mightn't pay 100k for accounting software, but they might pay if it comes with an accountant. But... I do think that imagining exceptions to these is a great exercise. It helps to draw the box you're trying to think outside. There are even "pure SAAS" examples that make elephants out of rabbits. The ad-management software imentioned above is one. They charge 5% of budget. A small agency might be managing anywhere from $1m to $100m budget.