"Investing for the future at the expense of today's margins" in my opinion is valuable only if the expenses are expected to generate outsized benefits in future years. This is the whole point behind capitalizing expenditures as assets on the balance sheet and slowly amortizing those expenses over future years. I suppose the argument could be made for certain operating expenses, such as R&D, but sales and marketing expenses provide little future benefit. Marketing expenses certainly help build the brand, but you can't simply turn those off and hope to retain the brand awareness.