June 12 Webinar Link, page-32

The bulbs going on sale is an issue for you? The concept of “on sale” is basic retail pricing strategy. Everyone does it. From low priced “dollar section” items to cars. Even Apple does the occasional sale. People like to think they are getting a deal, and they buy more of something if they think it’s a limited time offer. Ever seen a shop that seems to always have a “50% off” sign in their window? A never ending permanent sale? Ever heard of Black Friday (the biggest retail day/weekend of the year in the US, all based around sale prices). Yet you’re suggesting LifX should be like “nah our product is different and people will be cool just paying full price all the time and they will ignore what our competition does.”