It’s been too long since B-school to remember the terminology and graphs but in simple terms:
I, the seller, want $100 in revenues.
I’ll sell you 10 gallons at $10 per gallon.
You only want 5 gallons, okay $20 per gallon.
You only want 1 gallon, okay $100 per gallon.
Until an alternative is available or the goose dies.
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