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The 1.5(e)/10 formula is a good rule of thumb, and you'll pretty much be safe always using this price, but it's actually not the upper limit for how much you can get away with charging on newly built attractions. 1.5(e)/10 is simply the highest you can go without having guests complain a ton about your pricing, which would hurt your price rating (and your overall happiness). However, not all guests are created equal. The more a ride matches the rider's intensity preference, the more they are willing to pay. I am not 100% on this, but I believe the happier guests are, the more they are willing to spend also. This is true in the RCTs parkitect is based on, so I imagine it applies here as well. If your park is wildly successful and guest happiness is already high, you can get away with charging more for rides, as a general rule. Not a large amount, mind you, we're talking a couple dimes worth of difference, but these things add up.