[knothead]

I remember once hearing about a municipal transit system, (buses), that was losing money.
They raised the fares and their revenue increased... for a little while.
After a couple of months, ridership decreased and revenue fell below what it was before the fares were raised.
Then they lowered the fares to an amount that was less than they were originally and revenues continued to drop... for a little while.
After a month or so ridership increased and so did their revenue.