In one instance he raised the price of something by 1000 times without adding anything extra. His explaination was that it would build the right community. In his opinion people were to negative/sceptical and talked to much about what things cost.
Cost him 90% of the customers innitially then grew by 100ish%. As if some high end comedy the 90% said it was to expensive and that it would never work. The other 10% really needed to see what would happen.