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It has to do with what is sold to them / what they get - over the price.
If the product can't sell at $20, then it wont retain at $20, if it sells at $8, 10, or 15 or $1000's monthly, then it will retain at those rates.
Don't worry about returns... 2% or whatever return, is nothing over a $5 gain in price on a recurring product. Find the highest price point the product will convert at, it could be double, triple or much higher - don't let others tell you what it should be, find out for yourself.
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