I'll also mention: this is a problem that goes up every ladder. Marketing individual contributor wants to show good performance to their manager, so delivering rides for cheap is good. Marketing manager is in the same boat with the CMO. CMO -> Board -> VC (VC will be happy to see great efficiency on the customer acquisition side). VC -> LPs (LPs will be excited about customer acquisition efficiency). A limited number of people are actually deeply concerned with this, and that's why it's taking so long for the top KPIs to change from "cost per action" to "incremental impact and incremental ROI".