Bezos talks about this in his talks (seen too many to remember which, but see his interview at the Economic Club with David Rubenstein); he mentioned "when you

Bezos talks about this in his talks (seen too many to remember which, but see his interview at the Economic Club with David Rubenstein); he mentioned "when you open up a buffet, at first you attract all the biggest eaters [high-order, high-return rates]!" By being generous, you surrender earnings but serve those patrons and build out the system.