traditional gross metrics for IMVU so far: total registered users and total paying customers (the gross revenue graph looks almost the same). From this viewpoint, things look much more exciting. That’s why I call these vanity metrics: they give the rosiest possible picture. You’ll see a traditional hockey stick graph (the ideal in a rapid-growth company). As long as you focus on the top-line numbers (signing up more customers, an increase in overall revenue), you’ll be forgiven for thinking this product development team is making great progress. The company’s growth engine is working.