This is what you call great analysis, page-312

Not all businesses have the same model and BIG stating they will onboard customers in the US as part of their scale up and partnership with Zeta is not the same as an announcement projecting X amount of sales / revenue. I think that's straightforward and obvious.

BIG values potential, accepting and declined customers because it leads to additional videos on the platform / ecosystem and they clearly have a plan on how to monetise this in the future both back to the SME who may not have signed up originally but also with general public engagement. That has been clear in their Annual Report and updates that all of these customers are valuable.

Suggesting they should have concentrated in Aus first. Well they have been for several years.

They are playing in a space where there is the potential for the 'winner to take all'. You can't sit in Australia for 10 years if that's the space you're in. Someone will just copy you over in the US if it works.