“If we’re not spending anything on customer acquisition or marketing, why is our burn so high?” Cyrus asks.

“Burn is better than churn,” Rupert says.

Churn, I am told, is just not the latest fad in cultured butter but the number of people who sign up, then abandon, the platform. In our case, once they’ve asked the platform to give them a ritual, they’re hooked, perpetually asking it more questions, coming back daily and sometimes multiple times a day to see what their friends are doing, posting photos, commenting on other people’s rituals, and in general just hanging around like they have nothing better to do than to sit around not worshipping God.