Did you skip this part of the article? "But then we did this different experiment where we did a sale. The sale is a highly promoted event that has ancillary m

Did you skip this part of the article? "But then we did this different experiment where we did a sale. The sale is a highly promoted event that has ancillary media like comic books and movies associated with it. We do a 75 percent price reduction, our Counter-Strike experience tells us that our gross revenue would remain constant. Instead what we saw was our gross revenue increased by a factor of 40. Not 40 percent, but a factor of 40. Which is completely not predicted by our previous experience with silent price variation." and then: "Twenty-five percent, 50 percent and 75 percent very reliably generate different increases in gross revenue."