He's probably getting some benefit out of this approach: 1. Some fun (the 420 comments) and shocking people. 2. Market research to see how people react to vari

He's probably getting some benefit out of this approach: 1. Some fun (the 420 comments) and shocking people. 2. Market research to see how people react to various prices (A/B testing while trying and backing out of bad decisions) 3. Free press - good or bad, it's in the news and he must be getting some benefit out of the attention. Not a fan of this approach and hoping everything lands in a fair place.