If you have a shop and tens of thousands simply window shop but only a few hundred actually buy something you are a screaming success. The non buyers do not cost you anything. Why is a MOOC a failure if you get thousands that participate and hundreds of thousands that simply audit or don't even go past the first few videos. They are working them out but there is so much content now out there in the interwebs which can help people learn if they want to, it is a screaming success. Don't forget most people, say 95% simply need bread and circuses. The remainder now have access to awesome content whereas they normally wouldn't. It is a WIN WIN WIN scenario.