I've been investing for years and I have always seen a positive market reaction to an ESTABLISHED company raising the price of their products. Key word: ESTABLISHED. Higher product price, more income, higher stock price. Nice for investors, not so good for consumers. BUT I DO AGREE with you, I would like to see the price at an amount that consumers would give these patches a try and not too high to scare some away. Don't know what that price would be, but if they are raising this $10.00, that is a significant rise (30%) in price. Fine for us if they pay it, but I would like to see everyone able to afford giving these products a try, because these products deserve the opportunity to be in everyone's home.