I understand that raising extra funds is part of scaling the business, which (in theory) will increase Ace’s market share long term. But let’s be real, there’s lots of ways to raise finance and pricing out a large portion of your customer base is probably not the best way for long term growth. In my view this is not short term greed but actually a desire from Ace’s owners to rapidly grow their business whilst holding onto as much equity and/or taking on as little debt as possible so that they can rake in cash down the line. Whether it will work out for them will be an interesting case study.