A lot of the AOV-maxi talk forgets that when you try to juice your AOV you more than likely get a corresponding decrease in eCVR, so you reap no benefit (Bid x eCVR) + User Value = Total Value You can also "outbid" your competitors by having a great estimated action rate and not having to play the AOV game or even mega long LTV equations My product costs $24.99 and my competitor's costs $49.99. At real scale, who do you think is really going to win the customer base? A great estimated action rate comes from a great offer (CVR), excellent ads and good/fair prices i.e. the same prices you would find it for in nationwide retail There are not many users on FB who will pay $79.99 for a greens gummy on a subcription that they've never tried before, which is why the whole idea that you need to maximize AOV to maximize scale is dumb Going the lower AOV route is still underrated, i think it's a lot easier to build a great eCVR than it is to build a business that can afford a 2-3x higher CAC than the closest competitor The point is to try to find which item in the equation is your biggest lever with the most room to move, dial on it, and then try to find the spot where increasing it does exponentially more good than harm to the other items in the equation