Which are perfectly valid. I have a client whose best selling B2B products are consumables - i.e. once they're used, they need to be reordered. (No, not inkjet or toner cartridges) A typical corporate client will buy over and over again - often in increasing amounts. Looking at the ROI for a single purchase would be very misleading in some cases - but looking at it over the entire history of that client, it works out amazingly well.
(That's not to say ebay is doing that with the black plague - I'm just saying, that's one reason WHY those buzzwords exist)