"When you are still small, you can spend a lot of money marketing or advertising and have a big impact on usage growth. But eventually, you get so big you simp

"When you are still small, you can spend a lot of money marketing or advertising and have a big impact on usage growth. But eventually, you get so big you simply can't spend enough money to move the needle..." Well, that depends. Specifically, it depends on how scalable your advertising channel is. If your customer acquisition cost through that channel remains below your customer lifetime value, the only limit on your scaling is the working capital you have available to spend on advertising. Advertising can take you a very long way in some cases.