Ann: 2018 Annual Report, page-10

Looking at absolutes is not astute in assessing the excessiveness of the cost base. First it should be translated into CAC, probably on a quarterly basis for this stock. CAC total cost to acquire new customers in a period divided by number of customers acquired over the period. Note that total cost is only the costs relevant to acquiring a customer (so exclude things like G&A but also add in bonuses, discounts and an incentive to drive sales). From there also ratio it against average annualised revenue for the customers acquired in the period. Repeat this over all applicable quarters (or specified time period). The the payback, ratios and other metrics you may derive off this keeps getting higher then their spending is getting less efficient and signals a bad sales & marketing process or a product that isn't as good as first thought once the long hanging fruit is taken. I have found it hard to generate a comfortable CAC for this stock and they don't seem to present this metric or similar ones (however, this is common in many ASX listed tech/SaaS stocks).

If the product really is so good then yes, tea bags would be fine as the customer doesn't give a hoot about needing to be essentially bribed with fancy things to buy.