They have made a massive blunder.
There's something called anchoring in psychology and it's used a LOT in sales. The classic example is the sticker price on a new car.
Almost nobody pays the sticker price, so why have it?
It's to anchor you to the price so anything you get under that is more likely to make you feel like you got a great deal.
Even if you know you're being anchored, there is nothing you can do about it.
There was a really cool experiment involving anchoring and using social psychologists as the subjects, and even though the taught this exact topic, they still ended up paying higher prices than the control group who hadn't been anchored.
Anyway, the point is you are far better having a price higher and coming down than lower and trying to edge it up.
The former makes people feel good, even relieved. The latter makes them feel cheated and less likely to pay.
Of course the Rams could have screwed up, but I would *guess* they haven't and they know what they're doing.
There is nothing either good or bad, but thinking makes it so.
