I caught this on my car ride home and couldn't pull myself away. Crazy to think about. “I’m just doing the math, and I’m like, ‘Wow,’ ” Price told me. He figured he could get as many as 700 new customers from the publicity. “That could pay for 10 percent of this crazy thing that I’m doing. … Of course, it became about something way bigger than that in hindsight, but at the time I was thinking so tactically.” This is super interesting - he tested with a low amount, his idea was validated, and he went big.Price had gotten publicity for a previous pay increase, telling the Seattle Times in 2013 that he was raising salaries 2 percent to make up for a federal hike in the employee payroll tax. Ryan Pirkle, who runs Gravity’s communications, says with the bigger 2014 raise, Price told him, “I want the right people to tell the right story. I want exclusivity.” That’s why they invited the New York Times and NBC News to the announcement.