> The article talks about 10 times the price. If that’s true the equivalent percent would be 1100%. I think you've just proven OPs point. 10x is a 900% increas

> The article talks about 10 times the price. If that’s true the equivalent percent would be 1100%. I think you've just proven OPs point. 10x is a 900% increase, or 1,000% of the original price, not 1,100%. Using percentage for anything other than a fraction of something (i.e. <= 100%) is usually done for effect, often done incorrectly, and even if done "correctly", leads to exactly this kind of confusion.