Fair questions! increased unit sales and we're up over 20% in total revenue for the same period last year. We did our first back in March where we were actually declining year over year for this product. So we're confident to say it's a long term good play.

On your second point, there is some time element to the buyer's calculus, we think. We're in the language learning space and people tend to trail off of their initial momentum after a few months. We think this translates to lost sales, which is why the extra push seems to really make a difference. To say we would get the same result from offering the lower price all the time may not be a fair statement given the fear and discomfort around making the choice to buy or not to buy.