What Toll Loves Best: To "Ratchet Up Prices"

While I don't have the full article, here is are some lines from Fortunes' story on Robert Toll, head of home builder Toll Bros. "Over the past half-decade this veteran builder's weekly strategy session has evolved into a kind of ritualistic celebration of the boom going on in the U.S. housing market."

"With his paranoia assuaged, Toll allows himself to do what he loves best: ratchet up prices. He's been hiking prices Monday after Monday. 'People just keep buying anyway,' Toll marvels. 'I've never seen anything like this in almost 40 years in the business.'" He is so confident, he is selling his stock.