What would happen if they allowed customers to choose exactly what they wanted without charging more (a true “no catch” offer)? How low could they set the price and still keep the doors open? It was an experiment, so let’s give it a shot, they thought. And to really make this thing worthwhile, let’s see how well we can pay the team while we’re at it. Charging customers as little as possible while paying the team as much as possible … what a concept!
