Selling a product - you buy customers

The approach used to be to sell products. Businesses produced products and sold them to the customer. In order to make more money, more products had to be sold, which meant more products had to be produced. 

With the advent of the subscription model and cloud access to products, it became clear that businesses were now producing one product, and yet to make money you had to have a lot of customers, and you had to buy them. 

The paradigm shift from selling a product to buying a customer, today's businesses need to realign themselves to buying a customer. Now we don't sell our product, we buy customers.