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Part of my cost per VDP theory was that I would be able to add on/upgrade packages without seeing an increase in cost per VDP. If they wanted me to add cost, my return should be an increase in VDPs, therefore keeping the cost per VDP at the same level or lower. This played out for me in a couple of instances where increasing packages actually lowered my cost per VDP BUT increased VDPs per unit without a measurable increase in Leads. I don't know of many products options today that wouldn't be tied to a VDP or CTA that would stem from a VDP.