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A more optimal contract would just mean it would happen faster, with a higher gas price while the sale is ongoing.

I think this was also intentional - as a way to make the congestion last longer.

With a more optimized contract, the same number of transactions would have been submitted, and the aggregate computational load would have been smaller, leading to less congestion.

There would be less congestion on that day, but the total fee amount would be roughly the same.

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