Joseph, thank you for buying Ice Cream Startups. Ironically, it was partially inspired by Zappos: Delivering Happiness. Writing it was indeed a lot of late nights, which my significant other didn't take too kindly, and I hadn't meant to share the research originally (kinda selfish like that :p), so thank you for your kind words. The feeling of finally shipping and signing on early adopters is ecstatic! Will address the whole debate on pricing low in my blog once I catch up on some rest. If you have any questions, feel free to email me aaron [at] brownieinmotion [dot] ca. Thanks again!