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If I were looking for a way to move a customer’s eyes off the final price tag, I’d come up with something called a product/service protection plan.

Keep your eye on what we tell you to.

Then, at every transaction, I’d tell the customer the cost of the product with the plan factored in. Most customers will reject the cost and enjoy the vicarious thrill of having haggled to a lower price. Best of all, they’ll walk away thinking they’ve saved money–even if the original product is overpriced.

This works especially well on products whose pricing already is fairly inscrutable. Yes, eyeglass shops–I’m looking at you, albeit with your help.

You start off with some great-sounding deal. But somehow, the final price ends up being about twice as high as the advertised price (two frames for $99!!!!), but still half what the frames would have cost without all the alleged sweeteners.

To wit: the consumer walks into the store with a two-for-$99 ad, walks out with a receipt for $200, but learns an important lesson: the two frames would have cost $400. After all, you wanted lenses that let you see at night, right?

So now I’m curious:

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