Intuit's QuickBooks has low churn incentive beyond price, because it sells trust for back-office operations with many integrations most small businesses don't want to think about. QuickBooks looks somewhat saturated in the US, at probably mid-30% penetration, about 10-11M business users out of 35M registered IRS filers. Price increases run in the high single digits a year, and whether that can be sustained is the open question. x.com