Great marketing, by the way, to coin the phrase. 

Since off-site based SEO is not easy to do and is somewhat out of your control, it will give you better results.When it comes to on-site optimization, this has to do with the amount of times your keyword/phrase is used on your site.

Conversely, the lack of those characteristics costs me money.It's clear, though, for the OP, the phrase "looks like" is just a figure of speech here.

It sounds like your family member has either a lower risk tolerance and is using a vague “crushing debt service” phrase to reflect it or has never thought about it.