“every single test that we ran it lost when you said get over 100 channels I mean it was just it was unbelievable to see... the idea of like when you have that moment of truth really making sure you put your best foot forward even if it doesn't agree with any of the research”

More for less always wins at the moment of purchase

When Michael ran TV bundle tests, messaging around 100+ channels crushed messaging around 6-8 channels even though most people only watch 6-8. At the moment of purchase, perceived abundance beats rational minimalism every single time. This counterintuitive result holds for app subscription paywalls too: lead with breadth of value, not the targeted subset users say they want.