Most arguments against the efficacy of the free-to-play model revolve around the fact that the vast majority of free-to-play gamers (usually about 95%) never monetize. This is seen as a flaw in the model; surely a business to which 95% of customers don’t contribute monetarily, some argue, should be considered failed. But this line of argumentation is focused too intensely at the wrong segment of users: the point of free-to-play is to allow for the most engaged users to monetize to whatever extent they wish, and to capture more of those users – who are anomalous and not predictably acquired – through consummate accessibility (ie being free).