“Lifetime value” or LTV is the biggest myth of late-capitalism. The economic logic either forces expected relationship lengths to be far shorter than a lifetime (incentivizing eventual defection in prisoner’s dilemma sense) or makes lifetime synonymous with helpless captivity.
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Yes that’s the deceit. It suggests that the lifespan of the paying relationship shares qualities with natural lifespans when it usually barely outlives the initial transaction.
Every pattern goes through stages analogous to a lifespan. Lifespan is just the most common reference pattern.

