> ...but at the end of the day there is no excuse for not doing your own math. You're over simplifying it. Just about every merchant can understand that they a

> ...but at the end of the day there is no excuse for not doing your own math. You're over simplifying it. Just about every merchant can understand that they are giving up a dollar for a quarter. They get that. What they don't understand, and what the hard sell is, is customer retention. Being sold on repeat customers that will drive revenues in the long term based off of a one-time loss lead (advertising cost).