Agreed. The assumption that "there is no additional cost for each new customer once we reach profitability". Is a false one. If/when you reach profitability tha

Agreed. The assumption that "there is no additional cost for each new customer once we reach profitability". Is a false one. If/when you reach profitability that will prove the market to competitors who will try to fast follow and drive up the cost for acquisition. There is no such thing as a stand-still net profit. You'll always have to work for it.