In a start up environment, it might be one person. And in that instance, especially if it's a recurring revenue business, they are looking to reduce curn but i think it's much better to then let some one cancel and capture that information so that you can re apply the learnings to others so that they don't cancel. If you do it right, you might even be able to win back that customer, to have em come back into the fold,. because maybe they just didn't understand they had access to something dso they felt like there it wasn't enough value for the dollar they were spending.