A friend once pointed out a deal on Coca Cola in one store where 2 bottles were actually cheaper than one single bottle. I reckoned the expensive single bottles

A friend once pointed out a deal on Coca Cola in one store where 2 bottles were actually cheaper than one single bottle. I reckoned the expensive single bottles were only there to convince you that you were getting a great deal? Coca Cola is, I think, the classic example of a product where fair cost has become irrelevant.