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they actually tried a "normal" pricing model for a summer, but purchases dropped. very similar to the JC Penney price change. psychologically people like things on sale

because it works on dumb people :shrug:

I agree with this entirely. I think there is also a linking factor that leads to action. If I see a "sale" - I might link my friend with "Hey, there is a sale on that course you wanted." Without the sale, I would just tell them to check Udemy, which might delay action. It really is a cheap tactic, but we are still all using the site...