But declining by the minute...
Sorry, it's not at all obvious.
OK. It is declining by the minute. But it is still *over* 20% for now.
Right? So, the conclusion that some people might think rather obvious is
that this justifies spending up to 20% of the budget on the existing
audience. It is not a simple matter and this policy needs to be examined
carefully on a website by website basis.
I agree that if the rate of fall is *very rapid*, then it does become
questionable whether such an investment is worthwhile. It all depends on
what the site is and the marketing strategy (if this applies).
For example, if someone is launching a product with the aim of getting
results in a week or two, then it must be calculated whether possibly
losing over 20% of custom is worth it. If it is a site that has a
considerable long term aim, then maybe the downward trend needs to be
taken into account when deciding whether it is worth spending money
supporting what is becoming obsolete.
It seemed simply obvious to me that this is a not a black and white
affair and there are trade offs. Not that anyone seemed to understand
any of this in that URL or in the remarkably sycophantic and naive
follow up comments there.