Yeah. The acceptable cost for acquiring a customer for something like Azure, AWS, Heroku, New Relic, et al. dwarfs the cost of most advertising that reaches the ideal audience (so, yeah, ROS banner ads on Yahoo might not cut it). I'm in the email newsletter space and had the cloud division of a very major three letter company send me an IO to buy >$100k of advertising without us ever having communicated before - I couldn't fill the order as we don't have that sort of capacity, but it blew my mind and certainly got me thinking about where to take the business.