With respect to the company I am sure they know that results drives business but what drives customers and investors are all different things. 

For example their app, a unicorn whale is cute but whose interest does that peak? I bet lots of people wish they had access to Flo Rida. I understand paid access versus unpaid, but maybe it's time to invest in unpaid product that gets interest. Peak a customer's interest by having a free scavenger hunt at a national park. If you get them to advertise then at least that will do something. Those places are packed due to COVID.