CapEx Risk is the cycle of buying expensive equipment based on a device rep's pitch instead of local market data. The rep shows national averages. You sign a $150K lease. But you never checked how many competitors within 5 miles already own the same device, whether search demand is rising or peaked, or whether your existing equipment is half-empty because your menu doesn't match what patients actually search. Six-figure decisions made with less data than you'd use to pick a restaurant.

A single underperforming device at $4,500/mo running at 35% utilization drains $54,000/year. Meanwhile, your existing Morpheus8 could run at 70%+ with demand-aligned positioning — that's $60,000/year left on the table. Zero additional CapEx. Just smarter positioning.

Total annual leak: $162,000. The equivalent of losing your highest-producing injector.