Of course they are a business. But I think they are misguided. Each year their clientele can be divided into: those that will buy regardless of price; those on the fence, and those who are priced out. Now raise the price. Group one stays the same, you lose some of the fence sitters, and those priced out stay that way. Now suppose they raise the price (per pair) but allow individual volumes to be purchased. Maybe some of the automatics will only buy 1 volume, but most likely they are creatures of habit and can afford it. But you will definitely get an increase in purchases from fence sitters - and you may now get sales from some of the formerly priced out folks. It would be a gain. Seems like a no brainer.
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