And once they offer a lower price version, the price point is out there, but customers will ultimately say—gee, I actually think the value of your current price is pretty good, so I’ll stay at the current price. You can say—look, I’m willing to give you a low price, but when your stock price reaches X, then we’re going to go back to the, to the higher price. CURT NICKISCH: That’s Rafi Mohammed, founder of Culture of Profit, a pricing consulting firm, and the author of The 1 Percent Windfall: How Successful Companies Use Price to Profit and Grow.