I will try to explain:
Imagine the you are the owner of a private members club that charges a signup fee and monthly membership fees. You put adverts up in the club and you sell information about your members to advertisers. The club has 5 members, 1 of the members pays 3 times as much as the other 4 in membership fees, the benefit they get from this is to have 3 times as much space to sit down and to store their belongings whilst inside the club. At the club there are activities that the members can do, both by themselves and with each other, and they can buy things. You’ve been doing some research and you’ve come to the conclusion that you want your members to form relationships with one another for group activities and also to invite their friends, because you will make more money if they do that.
So, superficially it makes sense that someone would think that you like that there is a member who pays 3 times as much as the others do in membership fees, and yes, it’s not bad for you that you get 3 times as much in membership fees from them. However, they will only be able to spend as a single person, see adverts as a single person, and also if they leave you lose membership fees x3. You would prefer 3 people rather than 1 that pays 3 times as much to get in.
Does that make sense?