Amusingly, assuming the example company's pricing remained the same throughout rather than cutting prices each year, the client base ends up fixed, the clients

Amusingly, assuming the example company's pricing remained the same throughout rather than cutting prices each year, the client base ends up fixed, the clients get 5x better service by the 5th year, while accounting shows a decline in performance. External perception of business health (5x better service!) unintuitively is masking the the accounting reality here (worsening returns). (Now look at all these cloud services giving better services and pricing every year, seemingly very healthy...) :)