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It doesn't sound deliberate, but many pricing discrimination schemes work exactly like this: For someone who can afford it and is in a hurry, they pay $x. For people who are unwilling to 'flop' their chequebook, you give them the free option and offer an upgrade that is $(x/2).

Neatly captures the surplus while hiding the $(x/2) price from people willing to pay $x when they sign up.

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