Another example of how critical it is to pay attention to language is this - "That went from, at the beginning of this year, an issue that never came up — people were totally happy with the amount they were spending — to all of a sudden, a huge issue". He never says anything about prices going up or the lack of ROI these customers are seeing. It's almost like he's implying that nothing has changed so why are they complaining now? This is the same type of language that fools investors into believing the insane stories some of these companies spin.