Bell of Lost Souls also just had a post on this topic but they also did not actually look at the data. GW has been raising prices faster than inflation for the last 4 years. First year there was a good boost in revenue. After that it has essentially been pretty flat at the mid 120 Millions. So the further price raises are not really helping with more revenue unless you already feel that your turnover is going to fall regardless of what you do. The price increases certainly hurt your customer loyalty which is pretty vital when your customers are your number 1 recruitment tool.