When a software company gets acquired, the buyer isn't just paying for code and customers. Increasingly, they're pricing the data inside — what it can be used for, what it can't, and how fast it decays. In this episode, Lucas and Luna dig into a specific number: the 20-30 percent premium that strategic buyers are now attaching to targets with clean, well-documented data assets, and the 15 percent discount for messy ones. They walk through how the market for data has matured since the Snowflake IPO in 2020, why Salesforce's recent rally has re-ignited interest in data-rich SaaS targets, and what the 'data monetization clause' in a letter of intent actually covers. Plus, a practical look at how buyers stress-test a target's data for value — from retention curves to regulatory exposure — and why the 'data shelf life' of a customer dataset is now a core diligence item. If you're on either side of a tech deal, this one will change how you read a data room.