I think the point is to add features to the part of the lifecycle where you're bleeding the most users. The desired outcome is a certain number of engaged cust

I think the point is to add features to the part of the lifecycle where you're bleeding the most users. The desired outcome is a certain number of engaged customers, but which part of the lifecycle to target deserves serious consideration, certainly beyond the all-too-popular default choice of "let's build a feature for a fully engaged customer".