Is 60, 40 Really a Ratio?

John Dawes 95 5 rule expresses the negative binomial distribution that shows most of buyers are very infrequent. He was just using those terms. My point is it doesn't make sense to have a ratio of those two things. You work out how much money you should spend. I think he thought 60, 40 would encourage people to spend more on advertising. So we need to ask these questions.