In today's episode, we want to look at a news article that appeared today, 8 September 2022. I think it almost suggests that more people should listen to price in college because I suppose fundamentally it looks at some of the most very basic pricing thoughts or strategies that I think that anyone in business or even the media should know. So, I think I'll just give a brief intro to it. On a radio station, 2GB in Sydney, the presenter Jim Wilson grilled the pub entrepreneur Justin Haimes on the new Allianz stadiums beer prices and said that they're too expensive because they were more expensive than in the largest bar and discount off license store or bottleshop as they call them in Australia. So I think we just want to look at that and discuss what we can draw from it.   It was an interesting one because I suppose the radio host, Jim Wilson was trying to act as the voice of the customer. In some way was trying to sort of accuse Justin Haimes sort of, like, overpricing the beer at the stadium. In a way overcharging because he knew we had a captive audience that couldn't go anywhere else. And often, in pricing, you hear that sort of that fear, that sort of allegation being cast upon the pricing manager and also the reason for discounting. Oh, we think we're overcharging our customers and therefore, its price overrides in the system and discounts occur and go down, more and more until one asked, “ what is the right price as we undersell offers?” So interesting in that way. They thought it was representing the voice of the customer giving examples that the customers thought the beer and the hot dog were way too expensive. Why was it $9 I think the base price of $9.50 and he was charging $10.20? And how extortionate that was for his beer. In Australia is supposed to be in every man's type of beer. It's the standard drink and he was weighing that is way too much for that the average punter to pay. Especially I suppose in a way that they're paying for the football prices that what they're going to see it's not a cheap night. You can hear the justifications and they're fair. I suppose in response Justin Haimes was like saying “well, the cost of operations for my business to be able to supply the stadium, the production, the staff involved, is not similar to that of Dan Murphy”. It's a different business model. Dan Murphy's is the like a supermarket for sort of fairly standard drinks, very different business model. But what I thought was interesting is that they both resorted to justifying the prices by looking at the cost. Justin Haimes was like applauded for his response there, but I thought it was quite limited.  Who cares what his cost of operations is? Should customer care? Surely he should have been justifying the higher prices by the value it brings to the customer, and neither of them went there. I think though, that Jim Wilson, the radio presenter was trying to get, that you shouldn't charge based on willingness to pay. But I don't think he had a thorough understanding of the principles of pricing to be able to say that quite clearly to Justin Haimes. But I just thought it was really interesting how they just both devolved into the age-old oak cost, or different business models a bit limited. So I didn't think it was a great response.   I suppose it highlights a lot of the very low-grade journalism that I suppose Australia has and, and other countries. I think if people are asking dumb questions, you're gonna get dumb answers. I think we've seen that certainly through COVID and over the last number of years. I think society is yeah, it's almost like people are just scoring points with ridiculous questions and you won't get a good answer. There's certainly not going to be any intellectual rigour with these debates. Look, I think clearly, anybody in the right mindset will understand that if you go to a fancy restaurant, if you go to the Ritz Hotel or the fancy hotels like Carlton or fancy hotel names, clearly