I can still remember back in the Dotcom boom buying one of those amazing Microsoft laser mice online for less than the retail cost. But I was limited - there w

I can still remember back in the Dotcom boom buying one of those amazing Microsoft laser mice online for less than the retail cost. But I was limited - there were only so many electronic things I could buy; my ability to participate in the destruction of VC money was very limited. But now? It seems almost limitless. When I lived in the city, I walked past grocery and convenience stores every single day just by living my life. Now that I'm out in the country, I drive past the same type of stores while ferrying my kids to and from their activities. I can stop in and grab whatever with almost 0 inconvenience or additional trips. If some startup wants to subsidize my shopping, I'll take it. I'll take all of it. But the moment it costs anything, I'm out. That seemed to be the general feeling among many of my younger coworkers too. Honestly, the startup customer acquisition model needs to be rethought. It is getting gamed.