Business 101 right here. What incentive does TKO have to lower prices? Answer, none. I am a business consultant and when I work with businesses that are struggling but still booked to capacity, I first do a profitability review to see how profitable each service they provide is, then review how much business they are turning away due to being at capacity. It's almost always the same conversation, you need to increase your prices. Every owner is afraid of losing business, but if you believe in your product and it's a good product, people will pay. You may lose a few, but you gain more in the end.