Many market participants and business appraisers refer to EBITDA as one measure of gross cash flow. Some think about the value of a businesses in terms of rule of thumb multiples of EBITDA. However, Warren Buffet warns against “trumpeting EBITDA” as a “pernicious practice.” In light of both sides, we consider whether it can valuable to look at EBITDA in the context of two different public companies: Exxon and Apple.