Customers are often referred to as “consumers” for a reason: they pay for consumption. We buy and use things; it can be throwaway commodities, state-of-the-art electronics, or even ideas. We take resources and utilize them as-is, or blend and mold resources for new or more complex use cases. In the past consumption was driven by necessity, that same mother of invention. Today however, consumption is primarily governed by a precept of kingly entitlement. In short, we have idle time and ample resources; both of which are (pun intended) consumed with the act of consumption. Churn?