M s r ps are anchor devices. When our brains are having trouble adding some form of value to something, especially monetary value, an anchor is going the first thing a brain thinks about. The case study that was so telling about this, and again, just goes back to, you are not that smart, is j c penny. J c penny poached a one of the the retail cheefes from, right? And the j c penny e is known rits. It's an american brand, but they're known for always being on sale. I think it was over 95 % of their revenue comes from sale adams. What does that tell you? Stuff is always on