Suppose I do a CBC study with a handful of attributes, one of them being price. After obtaining utilities I run some simulations to get a price curve recording share for each price point. As expected, as product price increases, product share decreases. However, when I calculate revenue on these same shares, it is not uncommon to see revenue continually increase as price increases. This result seems troubling as I can’t tell a client to just continually increase price as high as you want and you’ll keep gaining in revenue. So in this instance I’m wondering what are some standard approaches or methods employed to “fix” or deal with this situation? Any thoughts or advice is appreciated, thanks!