At the same time, while they spent $1.7 of S&M expenses to generate $1 in revenue in 2012-13, they decreased this to just $1.37 in 2014, so that's an improvemen

At the same time, while they spent $1.7 of S&M expenses to generate $1 in revenue in 2012-13, they decreased this to just $1.37 in 2014, so that's an improvement given that S&M is 2/3rds of their operating expenses.