Great point. It's also quite possible that without the middle tier, a lot of those buyers would have just bought the cheapest option, simply because they have a

Great point. It's also quite possible that without the middle tier, a lot of those buyers would have just bought the cheapest option, simply because they have an aversion to buying the Most Expensive Thing (for whatever reason). Assuming all the middle-tier buyers would have otherwise bought the cheapest option, that means an extra ~$3,000 in Brennan's case, just since launching.