It's highly doubtful that he would sell enough more to make up for the loss in profit. I don't know what his profit margin is, but suppose the cost of production (including marketing, distribution, raw materials, etc.) is $2/box. At $5/box he would be making $3 profit instead of $8, so he has to sell nearly 3 times as many to compensate for cutting the cost in half. And this is a novelty item that most people are just going to buy once; it's not like they are looking for their favorite brand of ice cream and are going to be a lifelong customer. If this guy went through all of the trouble to develop a product, he probably put at least a little thought into what price to charge.