It's not about reading comprehension or the lack of it. It's saying the list price is $100 but then you have to invest time and provide information during the

It's not about reading comprehension or the lack of it. It's saying the list price is $100 but then you have to invest time and provide information during the checkout process only to find out on a much later step that the list price is no longer the price you were given. You're being lied to about the list price which makes it harder to compare prices at a glance and companies are preying on you through a form of "the sunk cost fallacy"[0] in that you're more likely to finish checking out because you've invested so much time already to get to step 6 / 8. [0]: https://simple.wikipedia.org/wiki/Sunk_cost_fallacy https://simple.wikipedia.org/wiki/Sunk_cost_fallacy