The customer is happy enough to continue handing over the money at the rate that they are, and aren't likely to hand over more money if you make it faster You

The customer is happy enough to continue handing over the money at the rate that they are, and aren't likely to hand over more money if you make it faster You have to be prepared for a competitor to come along and create a faster version, at which point your customer might suddenly realize that he needs a faster app.