CAC is officially out of control — Is anyone shifting their 2026 goals to focus entirely on LTV / repeat revenue?

With CAC at an all-time high, I’m seeing more brands basically break even on the first sale just to acquire a customer. At this point, the first sale is just a "lead gen" cost.

Is anyone actually making money on the first order anymore? or do we just play the long-game for the second and third purchase?