No. The other is to adjust prices to be economic situation-reflective and enough to maintain quality of goods/services. This, naturally, gets most customers in an almighty fit. Only the wealthy are indifferent to upward price reviews, treating them like water on a duck's back. The rest of us would weep, wail and moan like an immigrant facing deportation. In the last few days, wailing, moaning and gnashing of teeth are what we have done since pay television company, MultiChoice Nigeria, announced new prices for its services effective 6 November. Even at the best of times, MultiChoice's price adjustments seem to rankle more than anyone else's. And these, definitely, are not the best of times, especially in view of the car crash the economy is and the fact that this is the second tariff adjustment exercise this year. Since the announcement on Wednesday, social media platforms have been tutting and frothing with indignation. Understandably. Price increase is no picnic.