Based on principles of price changes, make some predictions for the mattress industry. Explain.

Casper is one of many direct-to-consumer companies that has flipped the mattress industry upside down. It was only a matter of time. A few mattress manufacturers had held consumers hostage for too long with overpriced products and a distribution model that left them with little choice but to endure a cumbersome sales process. Casper entered the market with a strong product, a simple purchase process, direct shipping, and a price lower than the retail markup on comparable name-brand mattresses. Focusing on social media and online marketing, Casper has grown to become one of the largest mattress brands in just five years.