You hit a tipping point with enough market grab that customers start to approach you without advertising. There is volume discount as you grow. There is upsel

You hit a tipping point with enough market grab that customers start to approach you without advertising. There is volume discount as you grow. There is upsell potential on the customers you've signed. As your signed customers grow their pockets grow to spend more on the solution. Takes about 3-6. If I use Snowflake today at company X without issue and I switch jobs in a couple years to a new company that hasn't picked their platform, what do you think most people will pick?