Seems to me like this might have blown over better if Stern had said something to the effect of:

"We printed the playfields with intent for a UV feature at release. 'Because Reasons' the other parts weren't ready then and we reduced the MSRP accordingly. The feature parts are now available, and to say thank you to previous purchasers for their support, LE buyers will receive the new update for free. Pro buyers can purchase the required parts for the special reduced price of ($discount, say 60% or whatever). Future builds will include the feature at a new MSRP of $280 more, starting on (date)."

The effect of such a plan would be:

- LE buyers get the feature they SHOULD have had from day one
- Previous Pro buyers can upgrade if they so choose at a special loyalty rate
- (Premium buyer rewards TBD? Free, or a 75% discount??)
- Because the Turbine of Bitching would still inevitably spool up regarding the MSRP increase, the "new date" gives prospects on the fence notice to pull the trigger on the current lower MSRP by the deadline, if they don't think the new feature's value-for-price is fair.
- All games after that date include the feature for a known upfront price.
- All builds after date should include the feature if Stern wants to save face and state confidence that the feature is truly "worth it" going forward; if it remained an option a low take rate would be bad and foment ill will as we are seeing.

I never took a marketing class and this seems like pretty basic customer relations 101.