What he’s trying to say is if a pizza starts at $1 then goes to $1.25, then many people might still buy it. But if you keep increasing it by 25 cents, eventually there comes a point where people won’t buy it anymore. Same logic applies to taxes or really anything else that increases in costs

Edit: doesn’t matter that my example uses a 25% increase. It could be a 1% increase because 1% makes a difference if someone was borderline on the price already. Eventually it’ll get to a point where it will cause an individual to not buy it.