> This is also a case where consumers say they want one thing, but their behavior is a different matter. For example, pretty much everyone says they prefer the

> This is also a case where consumers say they want one thing, but their behavior is a different matter. For example, pretty much everyone says they prefer the full price to be shown up front in search result pages. But, as someone who is privy to a ton of A/B testing in this area, the opposite nearly always results in higher conversion, where there is a lower up-front price and fees are only tacked on during checkout. I'll restate what at least one other commenter pointed out. If I, a consumer, say "I want transparent pricing," and then given transparent pricing I'm less likely to buy your product, that doesn't mean I was mistaken. It means the truth is that I don't want to buy your product, and you would have to lie to me in order to make a purchase more likely.