There are two ways to raise the prices of items. There is the notorious Martin Schkreli way. He, if you don’t know, is the CEO of a pharmaceutical company who managed to earn title of ‘most hated man on the internet’ by jacking up the price of a life saving drug by 5000%.

Then there is the way Techland is approaching its forthcoming Dying Light expansion, The Following. The company recently announced that the standalone price is being hiked from $15 to $20 on 8 December. Also getting an increase on that same date is the season pass (which includes the expansion), up from $20 to $30.

For those who haven’t forked out for the season pass already, they can still pick up the season pass for the game, enjoy The Following and all the exclusive content included therein, for the price of the expansion. What’s really classy though is that the company has given advance warning, enabling prospective players to pre-order the standalone DLC at the lower price, or pick up the season and The Following for cheaper.

As to why the price has been increased, apparently it’s due to the fact that the DLC is big enough to actually be a stand alone title, but this option was muted as it would have increased the development time. It seems like Techland has taken a variation on Google’s motto of Don’t be Evil to heart, that of Don’t be Greedy, something that more than a few companies could stand to learn from. Well played, Techland.