[squiggs96]

It's a short term loss for a long term gain.

I view the non-trade similar to selling tickets. If you sell tickets to hockey games, and everyone knows you drop your prices as it gets closer to game time, people are going to wait until puck drop to buy tickets. If you stand your ground and keep your set prices, people are going to know this, and if they want to go to the game, they'll buy at your prices. Since they won't be dropping, you'll start getting some people buying earlier, and you won't have to scramble. Sure you'll have a couple unsold games, but the prices you'll get in the longterm will be higher, and more than make up for the one loss you took.