Dissent Of The Day

Andrew Sullivan —  Jan 4 2013 @ 1:45pm

Among a growing chorus in the in-tray:

Amen to the reader whose comment you posted saying you should make it 20 bucks, not $19.99. I had already sent in my $20 contribution when I read the comment. Being a quantitatively literate person, I hate that .99 stuff.  It's a way to try to fool people, and that is exactly the opposite of the honesty that has attracted me to your site over the years (I’ve been reading you since almost the very beginning).  And it is inefficient: it takes much longer to say and write 19.99 than 20.  I would be happy to see us abolish the penny and even happier if every merchant and gas station in the country would stop with their ridiculous .99s and just round up to the next dollar.  Truth in advertising.

That's a good point. I wonder if there's strong evidence that using the whole .99 thing works. And by "work", I simply mean brings in more money than all those extra pennies put together. Is it a myth? Or is it real? We're happy to adjust, but figure Dishheads will know the answer to this empirical issue beforehand. Anyone?