I like some the advice, and I know some companies that should take it ("Pricing page should be usable as a reference" is genius) but I strongly disagree with th

I like some the advice, and I know some companies that should take it ("Pricing page should be usable as a reference" is genius) but I strongly disagree with the kind of consumer psychology present in the lawn mower technique. It was most likely conducted as a study, where an abstract scenario made people browse a pricing page for a product they likely didn't even understand. When I look at a pricing page (with my current role I'm delighted to say I get enough control over my engineering that I get to do that!) I simply look at what I need to find. Pricing differences between tiers, looking for a specific feature etc.