I'm sure they have some smart people working on that and what the people would tolerate. It's kind of like boiling a frog. If the temperature increases too mu

I'm sure they have some smart people working on that and what the people would tolerate. It's kind of like boiling a frog. If the temperature increases too much the frog jumps out. If you do it slowly the frog stays in and eventually dies. On second thought that may not be the best analogy but it's close. As far as the demand curve goes they can just judge things by sales. If the price increase off-sets the loss of sales but increases revenue then they would keep doing it. If not they will stop.