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What are you paying in order to be down?

Even if you were making a million a minute, typically, it still didn't cost you a thing, nor have you lost anything.

You're not making as much, sure, but neither a cost, nor a loss.

If you're an event organizer whose big event is in two days, for example, then every minute your website's down translates to people not paying to attend your paid event. Bonus points because as event managers know, people often wait until 2 days before the event to subscribe for good. Bonus points if you knew this and therefore ran a costly email campaign just before the outage, a campaign that is now sitting at a near-0% click rate.

Don't ask me how I know.

For businesses whose profit margins are already slim, which is most traditional businesses trading online, making less money than they usually would will put them into the red, and even for those that are still in profit, making less money than you usually would means you have less money to pay the expenses that you usually do, expenses that are predicated on you making a certain amount of revenue.

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