There's likely always a line somewhere where effort becomes way out of proportion compared to getting that last mile effort.
Arguably, if you only have a website, that won't work for anyone without access to the Internet. So then you should have a physical presence in each of those people's location, and arguably you shouldn't provide any improvements that give me more than physical presence does, so you should not have the website in the first place, since people without the Internet can't use it or you have to keep your website without any improvements over the physical office.
If you only have a website, arguably 2+ billion people currently wouldn't be able to access it.
And it seems odd to bring 150 mil people as an example, when the baseline should be at least 2+ billion with website only.