“We removed plus here, so still we grandfathered I mean we kept using it... we had 100 purchase per day split between plus and Ultra. We still had 100 purchase per day but it was Ultra. You're very far off of like where the main of elasticity.”

Killing the $0.99 tier didn't lose a single sale — demand was wildly inelastic

Genius Scan had a $0.99/mo Plus and a ~$3/mo Ultra. They hid (not removed) the Plus tier from the paywall. Total daily purchases stayed flat at ~100/day but shifted entirely to Ultra. The cheap tier had been siphoning users who would have happily paid 3x more — cheap tiers can be self-inflicted ARPU damage.