I'm almost thinking it will lead to ROI being less at the end. As they filter everyone through nice funnels ultimately they restrict reach such that "new customers" are less. Once that happens they will come back out to target "other people" not in their finely tuned categories and effectively be about where we are now. If roofers are my best customer as a hammer manufacturer and I market solely to them at some point all hammer manufacturers will come to the same conclusion and they will be fighting for the sole segment.