Looks like inflation caught up to Dwight ON, the Axiom website has a big "PRICE INCREASING AUGUST 15 DUE TO MATERIAL AND FREIGHT COSTS." banner since yesterday.
Inflation is on the news everywhere, all from the pent up demand after COVID, supply chain issues, geopolitical tensions, and demographics of a relatively large millennial cohort in the consumption-based phase of their lives. I'm surprised Axiom held the line on pricing as long as they did.
Unless they want to increase profitability the old fashioned way: sell a product line based on pseudoscience and price it as a Veblen good (where demand increases as prices increase, particularly in a consumer category where the primary utility sought is signaling prestige and flaunting advantage).
