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I think if frame it as, “each 100ms you shave off a critical consumer shopping checkout flow page increases conversions by X%” it starts to seem more defensible.

Agreed that in the general case 100ms to full paint (with interactivity not far behind) is really good.

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Doesn't really matter if the relationship isn't linear like that. I suspect it's more likely conversions start to drop off after certain thresholds are met e.g. 3 seconds causes conversions to drop by 5%, 20 seconds causes them to drop by 30%.

Just averaging out those numbers could result in engineering time being wasted chasing rapidly diminishing returns, if the site is already below one of those thresholds.

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