Rollins is spending more just to stand still, so a ~50% drop does not make it cheap. With ~15-20% blended churn, 5% growth needs about 20% new customers, three in four just refilling the base. Sales and marketing per $1 of organic revenue added rose from $2.07 in FY25 to $2.37 in H1 2026, effectively maintenance capex. Q2 cut organic growth guidance to at least 6% and incremental margin to at least 10% versus a 30%+ target. AI search, an FTC non-compete ban and staff turnover add headwinds. x.com x.com x.com x.com x.com x.com x.com x.com x.com x.com x.comÂ