I used to work for a small business accounting software company

I used to work for a small business accounting software company. We used to talk about reducing the amount of time people use the product. Doing accounting is NOT what small business owners should be spending time on, and our goal was to reduce the amount of time spent. As the company got bigger, we started selling adjacent software, and suddenly time spent in the 'ecosystem' became an important factor for increasing revenue per user and the rest is history. Especially in the B2B space with sales reps, it's hard to sell people on things they don't have to do.