Creators have global audiences, and can now offer customers in lower cost of living areas the same product for a lower price. This feature was popularized by creators such as Wes Bos.

In his words:

It makes my web development training content accessible to many more devs around the world regardless of their income level. I've received tons of amazing stories of people using web development to increase their income and quality of life.
It cuts down on piracy and CC theft. I'd rather make less money, than $0 (piracy) or -$15 (Credit Card Fraud)
It helps sales. I'm running a business here at the end of the day, and yes this is a good thing to do, but it also helps sell more product. Win-win!

It looks like this (turn it on here):

To minimize fraud, we make sure the card used matches the country eligible for the discount:

This is a completely optional feature, and will remain so. Many creators prefer a single price for everyone.

If you are interested in turning this on, you can do so from your Gumroad settings.

Happy creating!