Ah yeah, I remember that from Patio11's Business of Software talk. I was under the impression that that was mostly for B2B SAAS startups, though, largely due to corporate politics and things like SLA requirements, and just generally not caring a whole lot about money. B2C is a whole different ballgame. If I'm wrong, though, I'd really like to know.

There's also the potential to make this B2B with nutritionists/personal trainers/etc, so your point isn't lost in any case.