A lot of you guys are saying "If I make my PPE $0.5/1000, I will make 10% of revenue". But why would you make it so cheap then? Nothing is preventing you from making it $5/1000 or $20/1000. If the customer end price will be the same, it is a win/win. You might think that there is some psychological barrier with making events more expensive but that is something we can test and provide data for.