In a business that is trying to optimize a marketplace, accurate measurability of everything matters as the performance of every marketplace optimization is degraded by having poor gage repeatability and reproducibility in its measurements. It's like trying to play darts when you're nearsighted and have 20/400 vision. This is process engineering 101 stuff.

There's way more money to be made in having accurate measurements than having inaccurate measurements that optimization engineers can't rely on. The more accurate the measurements, the more confidence you have that your marketplace optimization algorithms are producing the desired marketplace dynamics.