Thanks! We started out w/ $9.95, which I personally preferred... At some point we moved to $10, but didn't really A/B test back then like I am more into these days. My expectation is that $9.95 was a better match for our offering/branding etc. I think the $0.05 difference is large psychologically, especially for a monthly subscription. We also had many subscribers supporting the site more for social benefits than purely business value, so I think that'd be consistent with that as well.