Imagine you're a small business owner. You have to choose between two propositions: You can pay $62,500 for marketing. You'll get a whole lot of customers coming through your door. No guarantees if they will ever come back, but they'll come once. I'll pay you $21,000. You get $7,000 in about 5 days, another $7,000 in 30 days and the remainder in 60 days.