An electronic toy company has compiled data based on their records of annual sales. They have found that the Profit formula P = Total Revenue - Production Costs can help them identify the selling price, s, that produces the maximum profit for a given toy.

If the company's data suggest that the Profit formula for a given toy is $\displaystyle{P}=-{5}{{s}}^{{2}}+{1700}{s}-{104},{000}\usepackage{cmbright}\Huge\$ , what selling price should they set to maximize profit?