It's both (though I would lean towards lost for a majority of them). It's also true that the longer the outage, the greater the impact, and you have to take into account knock-on effects such as loss of customer trust. Since these are elastic customer-goods, and ours isn't the only marketplace, customers have choice. Customers will typically compare price, then speed.

It's also probably true that a one-day outage would have a negative net present value (taking into account all future sales) far exceeding the daily loss in sales, due to loss of customer goodwill.