So we o my simple mind Gross Margin is the Expected Annual Revenue from a customer, minus "everything but the price paid for acquisition (ie google ads)" - lea

So we o my simple mind Gross Margin is the Expected Annual Revenue from a customer, minus "everything but the price paid for acquisition (ie google ads)" - leaving the per customer acquisition cost as the point the article is making. I mean, if you have high gross margins then you have low per customer acquisition costs - which has been the whole point of most articles on Saas Slow ramp of death for the last decade.