Violence leaves scars that never fully heal.
I don't believe in universal solutions; I believe in singular responses.
We've done price elasticity studies, and the answer is always that we should raise prices. We don't do that, because we believe -- and we have to take this as an article of faith -- that by keeping our prices very, very low, we earn trust with customers over time, and that that actually does maximize free cash flow over the long term.
All things are possible until they are proved impossible and even the impossible may only be so, as of now.