It is an unusual case as it is a very established business that is being transformed by (sort of) new technology. They will have a first class capability to educate "Kip kids", but are now carrying it out in a lower cost and more convenient fashion. The tutor no longer needs a classroom. Saves parent's hours of driving around too - so now lower barriers to customer acquisition I expect. This really has huge assymetric upside IMO, and relatively low downside (esp compared to anything "new tech" in the market).
Ann: Earnings Update June 2018, page-8
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