I agree - the groupon price is likely going to become the "reference price" in the minds of most customers, meaning psychologically any number higher than the "

I agree - the groupon price is likely going to become the "reference price" in the minds of most customers, meaning psychologically any number higher than the "reference price" will be considered too expensive. This effect is even more likely to occur on someone purchasing a service or activity for the first time (first impression effect), not to mention groupon buyers are mostly regular deal-hunters.