This stood out for me as well, I guess it's just meant as hyperbole.

Say you generate +$100 in cash. It is typically composed of customers generating +$200, and other destroying -$100. Typically you have an a) small fraction of cash-generating customers bringing in your +$200, and another b) small fraction of cash-losers explaining the -100$.

The highest RoI actions are to focus on groups a) and b)

I responded to your comment in the thread above where you posted the same response.