> we probably just buy things more when they're labeled as "$99.99" instead of "$109.99." That's basic price elasticity of demand and entirely unsurprising. Wh

> we probably just buy things more when they're labeled as "$99.99" instead of "$109.99." That's basic price elasticity of demand and entirely unsurprising. When something costs 10% more, people buy less of it in general. We also buy more things priced at $99.99 than at $100.00, which is more of the psychological trick than it is rational price elasticity.