I worked at an MSP a while ago. We were a reseller of Datto backup devices. We had many clients who used them and were quite happy with them.
But some clients just didn't think there was a value in spending $100 a month to make sure they were fully backed up.
One client in particular rejected every backup proposal we offered. Then he got nailed with Cryptolocker which encrypted everything he had on his network. Out of desperation he paid the $500 and never heard back.
The next month we had installed a Datto and as luck would have it he got nailed by Cryptolocker AGAIN. This time we just rebuilt everything from the latest backup and he was up and running again within 2 hours. He was a perfect example of a business owner who learned the importance of his network and data the hard way and we were able to use him as an example to other clients who just weren't seeing the big picture.