3×0.5$ > 1×1$ ~ But Funcom can’t figure that out 
And that’s not even the optimal scenario at all, it would probably be more about 5× sales for half the current prices, bringing 2.5× benefit
They could even be a tiny bit greedy and get 5×0.6$ = 3, but less people would by at 0.6 price than 0.5 so let’s say they would get 2.8× benefit; still much better both for them and for customers 
And unfortunately they’re not the only ones who can’t figure this simple equation out, it’s a problem with many companies nowadays, not restricted to gaming at all either. Increasing prices too much makes your products/services less accessible, and more importantly, less attractive, consequently reducing the amount you sell and diminishing your overall profits.
At least when the product is something physical that has a production cost for each unit, it can be somewhat understandable… But when you’re selling an endlessly reproducible virtual product, no, that’s just being greedy and stupid 
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