as you say, all customers should have some cash contribution. But if you look at 'net cash', and not 'gross margin' as you seem to describe, then customers economics can take a totally different spin. As you net cash should also include cash costs such: CAC, financing costs (especially in fintech), some costs that are often in OPEX and should be in COGS (eg: Tailored developments), etc. 200% is illustrative for logic. it means 2x your net cash balance. I am sure you got the point :)