True.

What I know of business, though, is that price increases should come incrementally. So much so that people just don't notice it. They just get used to paying 50 cents more for a pizza. When you increase prices so much that it is noticeable, you risk losing customers.

It seems like the equity group is leaning into one-timers or first-timers, people who won't know the difference. People who are traveling to try it, so they are willing to pay whatever.