At least youre paying the same (or even slightly more) for the new product of lactose free.
Gentle gold is cheaper so any Platinum customer who moves down is a net loss in revenue, but its hoped that this is more than offset by the new customers it should attract.
The higher end product is a much easier proposition in the sense they'd be happy to see Platinum users switching up to a more expensive product, even if they weren't replaced.
The logic behind the three tiers is sound to me, its just interesting to see it play out after almost decade of a single product range (Platinum)
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