Negative Customer Lifetime Value
If you are an entrepreneur or into business, you may have heard of customer lifetime value. This concept is essential to growing a thriving business model. Riot has created an amazing business model, but in the war on toxicity, I am seeing a unique phenomena emerge, the transmutation of customers from a positive to negative lifetime value. I have seen it because I it happened to me. I trolled flamed and fed with the best of them, and got my main banned. Yeah I deserved to be banned, I broke riot's rules fair and square. But instead of giving warning or 3day ban week ban or whatever, I was instantly escalated to perma ban status. Whether such action was the right thing for riot to do is not an issue, I love this game and am going to keep playing. I am not going to feed or troll anymore, so I have been successfully reformed by the system :)
But instead of reforming me with increasingly worse punishment, the instant permaban has ingrained in me the idea to never spend any money with riot, never put my card info in again, and to warn everyone I play with that riot can and will destroy their account at their discretion. So here I am, a loyal player who loves riot and their game, plays all the time, even reformed to not be toxic; but at the same time, never spends money and actually discouraging others to not spend money either. The emergence of a negative customer lifetime value phenomena. I gotta admit I am kinda fascinated.... 
