It feels like there are too many games. Buy this many at a time, subscribe, etc. It's also hard to tell which product you're getting - the early product, watery but fine; one of the newer gel-based version; with or without foaming action. My thoughts: keep it simple. Keep it clear. Ditch most of the pricing games. It's an expensive, but good toothpaste from a small company. Set a fair price. Give a small discount for volume purchases. Be done with it.