I wouldn't be reading the text below so enthusiastically.

"Garlinghouse said Ripple has actually throttled that [ODL] growth because one of the things that’s important when using ODL is you have to have good liquidity on both sides of the transaction... http://modernconsensus.com/cryptocurrencies/ripple/whats-up-with-ripple/

...And so, if XRP doesn’t have enough liquidity in the marketplace and you can’t put as much demand through.”

This is a clear indiaction that the company needs to decrease its marketing budget and increase its product/market expansion budget.

Particularly interesting is that just a couple of months ago, Asheesh Birla defended the payment of MGI's market development fees by arguing that all payment companies had incentive programs.

Now, it looks like Ripple, can't keep paying the incentives. https://twitter.com/ashgoblue/status/1232480845979512832?s=19