Short answer: Imagine you're a company that sells reusable bags. Before the pandemic, sales were great, since so many people were interested in doing their part for the environment. Early in the pandemic, however, many cities and states (Illinois, Massachusetts - even San Francisco!) banned the practice of bringing reusable bags into stores. Now, you're stuck with a lot of inventory. Your cousin, who runs the business with you, says that you should just slash the prices to try to offload as many bags as possible. You, however, worry that you would be losing money if you did that. Is there a way you could both be right?