IT executives should aggressively educate their constituents that improving RPO (recovery point objective) and avoiding data loss/data inconsistency will in general be a better investment than focusing on RTO (recovery time objective) and getting systems up faster. This is because as today's applications increasingly become inter-related, the best and most viable way to perform proper recovery is to do so in an automated fashion, with as little human intervention as possible. Fast recovery with inconsistent data will mean human intervention and a 'rat hole' of endless fixes with uncertain outcomes.