That turns out to be one of the central questions of Micro Economics. If the demand is elastic, they would have sold more than 10 times the amount and would ne

That turns out to be one of the central questions of Micro Economics. If the demand is elastic, they would have sold more than 10 times the amount and would net a profit by decreasing the price. If the demand is inelastic they would have sold less than 10x and made less money. Ultimately this is an empirical question that can be tested and validated. Once you know the elasticity of demand (as it is called) for a product, you can calculate the optimal price. e.g. the price that will yield the highest profit to the company. It's very easy to say what you think the price should be, but the preferred method is to empirically test it and get the optimal value that way. It's a lot easier for the OmniGroup to run a sale and test the change in sales once they have some baseline sales numbers. In almost all cases it's better to be on the high side of the optimal price point and come down to it. For those interested in starting their own company, it's easy and tempting to start with too low of a price. That low price diminishes the value of your product in the minds of the customers and it is really hard to increase your price later. Anyway, those are my 2c, and for the record I'm one of those who bought it at the higher price.