To put that into perspective RE the users; I once turned a mailing list of a couple of hundred, into around 40,000 people for a retail shop and simply through EDM's translated those users into $1m in turnover in 12 months.
A little different being retail, but still no excuse. With 5 million users.... and a subscriber based revenue model... it would be extremely difficult not to be able to monetize from that amount of users. And that revenue model generally makes a lot more than a single sale retail outlet.
SHO Price at posting:
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