When he said 5% profit he meant 5% interest. Result depends on the figures you put in, but if you can get people to spend hundreds of dollars on your business every year of their life, you are probably in possession of a mechanism providing interest well over 12% or 15% annually. Which makes the value per customer much higher.

IKEA is one of the companies that successfully transformed the culture of one or several nations to their own benefit and routinely creates lifetime customers from infant to the grave.