One of the systems that my team is the owner of is our member facing communications platform - email, sms, mobile push, paper, IVR. We had a meeting a few weeks ago where we were going through budget for an internal client to onboard - we were going to vastly simplify and expand their capabilities. But when they saw the sticker price (only platform utilization, none of the resources on my team are "funded.") they blew up! "I can send email from my outlook for free!" ... "My kids send messages to each other all day and it doesn't cost a thing!!" ...so...the project died right there. It's so crazy to me.