It's not from a startup but there's an interesting parallel. It's as if Ford had a $10/month plan and a $25/month plan. They didn't see a need for a $15/month plan but they created one anyways and it took off.
The thinking behind its success is likely similar: the highest tier of service often acts as a decoy for the one you really want them to pick... the second highest plan. It gives customers a reason to reject the "luxury" option and settle instead for the middle of the pack option which is only slightly more expensive than the cheap option, allowing them to feel like they made the sensible choice.
The thinking behind its success is likely similar: the highest tier of service often acts as a decoy for the one you really want them to pick... the second highest plan. It gives customers a reason to reject the "luxury" option and settle instead for the middle of the pack option which is only slightly more expensive than the cheap option, allowing them to feel like they made the sensible choice.