Pinned straw:
My concern is that even one viral social media post highlighting the pricing differences could have a major impact on Jumbo's revenue. When I read the post regarding the pricing differences, I expected to find a small differential. The price differences are very large, and the market will mature.
That's quite a difference @moyleh!
It's amazing how consumers have such little cost sensitivity. Says a lot about the inertia we have with the apps we are familiar with, and maybe it's a good sign they can charge so much extra and not lose customers!
It may be far more important in terms of winning new customers though... food for thought.