2) receive a ton of exposure because of the outrageous price
3) on publish date, take back price to 1/3 of the original price "special deal"
4) the mindshare was set at $99 so when potential leads now compare it to the special $29 price, the new price feels like great value
Basically, he was able to turn an outrageous price into marketing, and is now able to sell his book for a normal price in higher quantities because people will compare the normal price to the higher original price (and this effect is multiplied since he blogged about it like this, unlike regular "BUT WAIT, order now and get 30% off!" promotions). That, and the extra exposure can't hurt either.
He should have also had 2 confused looking developers sharing a keyboard with a stack of "those other" agile books. Then, magically, they find this book, and all of a sudden, they're just pair programming away :)
1) claim an outrageous selling price
2) receive a ton of exposure because of the outrageous price
3) on publish date, take back price to 1/3 of the original price "special deal"
4) the mindshare was set at $99 so when potential leads now compare it to the special $29 price, the new price feels like great value
Basically, he was able to turn an outrageous price into marketing, and is now able to sell his book for a normal price in higher quantities because people will compare the normal price to the higher original price (and this effect is multiplied since he blogged about it like this, unlike regular "BUT WAIT, order now and get 30% off!" promotions). That, and the extra exposure can't hurt either.