that's what they want. we're entering the "whale economy". why should they make and sell 10 burgers for $1 each when they could make and sell 1 burger for $10? they make the same revenue but more profit because their labor and materials could be cut by up to 90%. some idiot will keep paying because they're impulsive or desperate or have enough money to simply not care. if nine customers are alienated for the one that opens their wallet 10x wider than usual, the investors are happy and the MBAs give themselves bonuses and celebrate. it works for mobile/f2p games, it works for saas, it works for software, it'll work for this and it'll work for every other industry before long. get ready for surge pricing groceries and gas and internet and power - it's coming, under the false justification of "savings". the unprofitable non-whales can die for all they care.