A little bit off the topic at hand ,but how about....
When you go shopping and you pick an article to buy and it say's $4.99 ....
Oh dear look, that's cheap only $4.99
no it's not ...it's $5.00 at the checkout
They think we are ' simple ' because we see the 4 .... some sort of retail gimmick to play on the masses.
Where's my 1c change
Edit ... why don't they just mark the price as $5.00 and be done with it.