A business owner once told a friend over dinner that he had a beautiful recurring dream. He opens his shop on a Monday morning, and smiling customer after smiling customer start coming in and paying double for everything. But raising prices isn't a dream at all. Increasing prices is a must for every single business. So why doesn't he just double his prices in real life? A price increase has another potential effect that definitely isn't a beautiful dream. It could wipe the smiles off cus..