The kicker for me is sales tax. As a business owner, I fully realize that they have no choice but it still directly affects the price. Using Wyoredman's example, that $15 difference at $472 becomes over $52 after adding the $37+ (8%) sales tax. $15 extra, I'd pay. $52, I won't.
Still happily answering to the call-sign Peetza.
The problem, as you so eloquently put it, is choice.
He is no fool who gives what he can not keep to gain what he can not lose.
-Jim Eliott, paraphrasing Philip Henry.