A little more or a little less
The producer of a successful product has a choice to make.
If you put a little less in the box, people will run out sooner and have to buy more.
If you give people a little more for their money, they’ll purchase less often, but become more loyal.
It turns out that in most markets where there are easy substitutions, the long-term value of loyalty is far greater than the short-term profit of less.
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