Correct. Almost all my expenses are in fiat, so as btc goes up in relation to USD, my prices can get cheaper in btc terms. Wouldnt be the case if my costs were denominated in btc. 

Scoresby

It should be the Bitcoin price that stays the same and the fiat price that fluctuates.

I guess it's because OP pays his suppliers with fiat. Unfortunate but in the mean time a step in the right direction.

tomlaies

I just want to make sales. My costs are mostly denominated in dollars, so I'm happy to lower prices and make more sales. I'm still making the same profit per card. 