Small and mid‐size companies are often uncomfortable raising their prices. As a result, they don't change their prices for years. Sometimes, when a vendor increases prices of raw materials, small and mid‐size companies will begrudgingly and uncomfortably raise their prices by exactly that amount, passing the increase on to the customer. But no additional net profit is gained, because so many small and mid‐size companies are reluctant to ask. The trouble occurs when you don't increase prices at all for 10 years, and then you can't go on like this any longer, and you jack them up significantly all at once. That's when people notice. Everybody's prices increase regularly. McDonald's, Starbucks, and admission to the Disney Parks goes up in price consistently. Ninety‐nine percent of their customers say nothing, and 1% complain.