There are several advantages to this price structure.

1. The price always goes up and down so the sale does not get “stale” with time as in a firesale when the price gets “too high”.

2. Many buyers do not take the time to find the absolute lowest price, but are satisfied with something lower than the highest price they see. This means that a few sales will be made far above what would be considered the market average for the product.

3. Buyers become so mesmerized with the “game” of finding the lower price that they will likely buy for the sake of securing the price, in addition to getting the product.

4. Buyers will not become weary or bitter about this pricing scheme as much as they would a firesale, which quickly runs away from them and does not allow them time to make a decision on their own terms. The Roller Coaster pricing structure makes the buyer feel empowered to change the price, unlike a firesale.