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Myth 1. Bundling is bad for consumers (as well as providers)

When done well, bundling produces value for both consumers and providers by giving access for (and revenue from) CasualFans.

Myth 2. Revenue from bundles should be allocated based on usage

The most fair way to distribute revenue to providers in a bundle is by Marginal Churn Contribution, not Usage.

Myth 3. Bundles will always feel like a rip-off to consumers since they represent a lack of choice

For a Consumer to properly value a bundle, there must be a transparent (and reasonable) a-la-carte price for each of the products in the bundle

Myth 4. The best bundles are narrow and have very similar products so they make sense to consumers.

The best bundle is one that minimizes SuperFan overlap and maximizes CasualFan overlap


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