gen z males return 7.7 times per year. women 45-65 return under 5% annually. men 55-70 return under 4%. dog moms return under 3% because the dog can't fill out a return form gen z screenshots your product, reverse image searches it, finds it on temu for $4, buys it there, and leaves you a 3-star review saying "good but overpriced" women 45-65 buy, keep, subscribe, stay subscribed for 8-12 months, tell their sister, their sister buys too. LTV from one acquisition: $990 the demographic every guru teaches you to target has the lowest LTV, highest return rate, and highest CPMs in all of ecom. the demographic nobody teaches you to target controls 85% of household spending and doesn't know what temu is