when you have 1 x $1,000,000 customer, they dictate your terms. When you have 1,000,000 x $1 customers, you dictate the terms.

It's why you don't see any trillion dollar company who does custom software.

The entire point of doing business is to give the customer what they want so we get paid.

The competitive advantage we exercise today is an architecture/process which allows for us to deliver a customized product experience to all of our customers. We de-skilled a vast majority of the implementation & support activities around our product so that domain experts can operate much more directly with the configuration throughout.