Not picking on you at all, just going on a tangent because I've been thinking recently about the good ideas that end up on the cutting floor because their impact, while positive, is intractable or completely impractical to quantify.
Some ideas (like this Netflix one!) are "obvious" winners, because they have a diffused, positive impact in many important dimensions – each of which is almost impossible to measure, but the integral of which is almost certainly greater than the idea's cost, probably by one or two OOM. If there's high conviction in an idea being a 10x idea, and attempting it costs quite little, it's better to do it now and maybe consider measuring it later. Who cares if it's 9x or 12x ROI, the point is it has a big margin of safety and large expected returns on capital.
But in a "we can't greenlight this project unless we can directly attribute it to positive motion in our KPI" org, these flavors of idea are dead on arrival. The double-kicker is that the cost of trying to measure these ideas is often greater than the cost of the idea.
For some ideas, especially when it's a rounding error on the company's annual budget, it should be OK if we don't invest much effort into quantifying the results. It's one of those rare set of ideas where it's anathema to the professional/investor culture of SV of the last decade, while simultaneously being how plucky Seed/Series A companies can punch above their weight.