I think I heard somewhere you can send a ''ticket'' to Theory 11's team to change the price. I heard some people did it as a special week, where their product would be 50% off only for a week.
Yeah you have to send in a ticket and someone on the team will do it for you. Be careful when you submit it though. I tried this last year and I didn't plan on there being any type of lapse. There was and my sale was about 2 days off of what I had been telling people. The Wire has changed a lot though since then, more people have access to make those changes.
I had to submit a ticket to support to change the price of my effect... I realized the availability of the effects props were not quite as available as they used to be. so I made it free. Wasn't a problem for them at all.