Of course you are so right, the price is what someone is willing to pay. The same frag on our Bargain Frag page on our site may be $15, we could move it to our Premium Frag page and charge $100 and it would sell quicker because often quality in corals is linked to price, someone would think if they don't price it high it must not be good. And of all places I'm talking about the name game on this board, a place in my opinion where many members love the name game and several vendors live by it. Buy, hey, we've never done the game anyway and our new site will give us a launching point to rebrand and get more away from it. The purpose of this thread was to entice some discussion and get a temperature of the crowd. We have already decided to change the way we market our corals. As an illustration, we might for example have a page on which every frag is $40 regardless that we might use a silly name or a descriptive name, or whatever name, all the same price. Free shipping will be at a very low threshold and as you buy more frags on that page the price goes down on each one. There might be a $40 page, a $60 page etc. Not sure exactly, but that's kind of the basic idea. Still probably use the same names you might see elsewhere, but they won't affect the price.