You are almost always spending more on an early adopter than they are paying you for your software, but typically that's with the understanding that you are re-selling those solutions to new customers.
That hasn't always been the case. I've worked at a couple of startups where one of our customers was exuberant about how critical we were to their roadmap, but part of why they were so happy was because they were getting a sweetheart deal, and we couldn't figure out how to tell them no, or sign them to a more lucrative contract because the one they have is already so nice, they'd be fools to sign a different one.
And then they go pikachu face when we either went under or got sold to someone whose career (and probably no small part of their job satisfaction) was built around saying No if you were lucky, and Fuck you, Pay me if you weren't.
"Not as much as we'll pay replacing it"
Boss knew we were using our integration box for customer demos. I don't know how many times I explained that the entire team would be blocked by 1 pm on demo day, and some people would be blocked as early as 10 am, for want of a cheap box. I had to make a chart that showed man hours lost versus the cost of the new machine. Six weeks. The new server would pay for itself in six weeks. He said something sheepish about how he thought I meant a '"server" server', not a workstation class machine. Still don't know what he was thinking. A "server" server still would have paid for itself in six months, and he would have the luxury of me not bitching at him every time he forgot why almost everything that didn't get done on a Thursday slipped to Monday afternoon and asked me again about slippage.
It might have worked better to treat the OSS project as a "free trial but we pay start paying after 90 days" from the beginning.