I think the fact it is steadily growing is a good sign though. Remember, the underpinning of people going to the website are when they move house. This doesn't happen as often as people buy milk, so slow and steady seems reasonable given the industry. As long as those numbers keep increasing! But you're right, at some point the spending to user base growth becomes unsustainable. My feeling is that it's still too early to say it has, but it's this year.
I think the fact it is steadily growing is a good sign though....
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