The dirty little secret of enterprise software companies is that they make a lot of money off people who don't show up. However, the new era of product-led growth (PLG) is predicated on showing value before a purchase and then regularly showing value post-purchase to prevent churn. This plays out in the form of de-risked buying decisions, clearer ROI, and shorter contracts. Although this creates challenges for PLG businesses, it's ultimately a net positive for the industry long term.