12 of the 13 measures created in this recipe only need to be developed once. The conditional logic applied to the internet sales amount measure can be applied to other measures to support much richer, personalized reports and dashboards with multiple dynamic measures. Given lazy evaluation behavior of DAX, small tables being queried to look up the user's values, and the use of DAX variables, performance should not be significantly impacted by this logic in most scenarios, but this should be tested.