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What's the difference between caring and affecting behavior? If people cancel their subscriptions after a major outage, wouldn't it be reasonable to interpret that some of them cared about performance and reliability?

I know I care. If I pay for something and it sucks, I stop paying for it because it's not up to my expectations.

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I wrote it poorly and can't edit now, but what I meant was they cancelled 3-6 months down the line at a higher rate than those that didn't experience the outage.

So they didn't cancel right after, but it does appear to affect their overall view of the service.

I think people do care about these things, but they don't always know what it is, precisely, they're caring about. They just know that the thing they have is disappointing.

The problem for the company is the people just silently leave. They don’t cry they don’t complain they just go away.

That’s what kills companies.

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