Netflix found when they optimized for delight not engagement their revenue went up.

Thinking long term is good for the business.

"Netflix tested a free trial reminder that resulted in a $50M annual loss. Netflix chose to implement it anyway because 'customers are delighted by Netflix's effort to make it easy to cancel. The free trial reminder builds trust, which creates a more robust, world-class brand. Although Netflix loses $50 million, it builds a long-term advantage through its hard-to-copy brand."

Their DHM model: "Delight customers in Hard to copy, Margin-enhancing ways."