Well you see it's a delicate balance-- companies will take advantage, believing it's fair since consumers don't pay attention, but could pay attention, and that consumers will get the best deal they can with no loyalty-- and consumers think the companies are so rich it's fair to get any deal you can-- the truth being, what any one consumer saves will be absorbed not by the company, but by other consumers. The two sides are assumed to be looking for any chance to take advnatgae of the other, so "all's fair."

~S~