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You make a valid point, but would you not factor that into your ROI calculation?



Yes, in theory. In practice it can be very hard to include switching costs, complexity costs etc into the equation. Most business people I know take a much more pragmatic view of calculating ROI on direct costs and putting a finger in the air about whether it's worthwhile.

Also, if total return is small and capped, it may not even be worth the time to calculate ROI.

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