KeithStone, it's about keeping people.
If you invite people to play and few people are playing, they will not stay long. If you invite people to play and they are not drawn in, they will not stay long.
If both of those needs are not met you will not keep people. So yes you can get a good amount of people by dropping price AKA sale and advertising the game. But without something to draw them into the game they will not stay long.
The key should be fix should start with keeping people drawn into the game so when you do a sale it doesn't go to waste. I believe until that happens you should not waste the sale prices and cut your profits of the people that are able to try it at full price. Cutting the price to the level you are talking about you would need to add 6 people for every 1 that would have normally bought it at full price. On top of that you are unlikely to see those people come back to the game once they checked it out, only a small % do this. So you are also leaving a bad taste for people that might be a long term player if the game were improved the FIRST time they tried it.
I'm down with doing sales (really I would rather just do events that get people to see the game as an option, changing the price IMO has little to no effect, but doing a sale is an event which gets people to look at the game). But until the game is able to keep people playing more than 10 hours, you are likely not going to see much benefit from that sale price.