If an expert ever does chime in, I'm willing to bet that it's more of a visual thing. Once seen, the "34" of $34,995.00 somehow makes a lasting impression, even if one does mentally recalculate. agreed. but most peoples brains are programmed to not do that when the numbers are so small. we're not shopping around for pasta dishes when we go out to eat. if anything, we remember the final bill, and not the prices of the individual dishes. i think it's just a case of people being followers and not leaders.