“You start with 100 users, you churn 50 in the first year. In the second year you keep 45 of those 50. Then the third year 43, the fourth year 42. All of a sudden that parabola has just flatlined. Now if you have a flat cohort number of users you're just adding price increases which can overcome double-digit compounded inflation.”

Churn stabilizes into a flat 'locals' cohort — price increases on that base unlock NRR

CSS businesses experience heavy early churn from 'tourists' but retain a stable base of 'locals' whose annual renewal curve flattens. Once that flat cohort forms, periodic price increases (à la Netflix, Hulu, Amazon Prime) can push dollar retention above 100% — positive NRR — without acquiring a single new subscriber. The key pre-condition: wait until a meaningful base of multi-year subscribers exists before testing price increases.