I'm sure Amazon has mountains of data to arrive at that target number. But subjectively, it also feels about right in terms of juicing just the most profit marg

I'm sure Amazon has mountains of data to arrive at that target number. But subjectively, it also feels about right in terms of juicing just the most profit margin from customers without being obviously overpriced. It's a nice "sweet spot" where it's just too far out on the horizon for companies, especially SMBs, to really account for or to think the up front cost/effort is currently worth it vs putting that effort into revenue generating activities. Hardware cycle is probably about 3 years also.