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Will We Make More Profit at This New Price?
"If this is the pricing changes that's required in order for me to fill that promise in the fullest degree, I will do that," he says. "It gives you a moral high ground that I'll, that I have those conversations." He adds: "Once you make that and you let it settle, then you just do the math ... Will we make more profit at this new price? Because if you sell something for twice as much money and you get one third fewer sales, so you have two thirds of what you used to sell in terms of units, it might freak you out"