I think the bigger problem is 2.7m * .55 CPA * 7x ltv = a market oppty for THEM of $10.3 million if every bride in America signed up for their service, assuming knot.com and competitors don't try to copy them first. What's worse, they have to re-acquire their user base constantly. Weddings are like apartments or cars... It's totally point of need, and only one or two brands will be on people's minds.