This I would argue depends on your pricing structure. Let me make a distinction here between a price and pricing. Ultimately, in a free market, the price is going to be determined by supply and demand. But pricing is something the selling company sets up. So the question of whether a company should raise the price once or incrementally depends on the way its pricing structure and process works. There are a number of businesses — many durable goods businesses and many B2B supply contracts — in which you sign an annual, two-year or three-year contract. And if you're going to raise a price, [the end of the contract is] when you do so. You do it all at once. On the other hand, there are lots of other businesses — SaaS businesses and others that use subscription-based pricing models — at which you can make a series of relatively small, incremental price increases over the course of the contract that really add up over the course of the subscription in terms of annual recurring revenue.