The original prices on the site were a farce, its that simple, I as a purchasing manager myself I would have started the prices off as they are now, which are competitive compared to other e-tailers, rather than create the illusion of cheaper pricing, now I understand the tactic, but is was poor one, and arguably an unethical one at that. The interest in these cards were off the charts, they didn't need to play the 'cheapest launch price card' and end upsetting whole swathes of their own customers, it should never be about about making larger short term profits, company reputation is important, every single one of my customers is treated as a potential long term contract, and trust is a key element of maintaining that contract.