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I’m not convinced they haven’t realised it and I’m pretty sure they have made their studies about the pricing structure and the fact is they view themselves as a company that sells premium products, much like Apple does in its own segment
I think, however, they have made great progress in respect to giving us more of what we want instead of what they want us to want, and that is one of the reasons they’ve been soaring, profit and share price wise.
Of course, the motives will always be the same: make more money – that is why they’re a publicly traded company. Though for some reason I have lots of difficulty buying their shares here.