$10m this year would mean a catastrophic meltdown and time to sell asap. I think worst case scenario is $12m and that will be a major let down. If sales stay flat from August levels the rest of the year it's $15m and I expect a spike around the holidays.
On the 50% discounts people typically just end up buying more and spending the same vs spending less for the same amount (due to perceived scarcity of the sale price). So 50% sales I expect to show up in the bottom line number not in sales.
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