I'm on a campaign to break the curse of the small denomination. No, not the little churches, the money. I'm tired of thinking something is only ten dollars because it is priced at $10.99. For a reason only my brain knows, it doesn't add one cent to the price to make it $11.00, it subtracts ninety nine.
I can hear the chuckling of the mind-benders as they devise new ways to manipulate the hapless "consumers".
Do you realise that they are putting you in the same category as Pacman, when they label you a "consumer"? Gobble, gobble gobble. That's what they think you are. A gobbler. You gobble -- chink, chink -- they provide.
I can imagine the think-tank:
"How can we make them gobble some more? Let's make a TV advertisement that shows toothpaste going right to the end of the toothbrush and only stopping as it flows over the end."
They did that in the 70s and (chink, chink) their toothpaste sales went up by 30%.
"Let's tell them there's a million dollars to be won if you (chink, chink) buy this product that you don't really need. Don't tell them the million dollars is spread over 1000 prizes."
"Let's label everything a cent or a dime below the next dollar. Their little brains want to believe it's affordable so (chink, chink), they unconsciously compute down, not up."
To my despair, I've discovered I'm not the rational being I thought I was. If I want something, I compute 99 cents down. Only if my wife wants it and I don't, do I compute one cent up.
It's all a plot. I'm not a "consumer". I'm a person made in God's image who consumes things. It's not my identity, it's a function. I'm also a driver, a walker, a cook, a lover, a worshipper, a writer ... the list is endless. Importantly, I'm a child of God (my identity) who does these things.
So I'm campaigning to stop the manipulation of peoples' minds for the gain of others.
I'm starting with small change. It's been around a long time -- since 1792, in fact, when the dime (then spelled disme), cent and mill (one thousandth of a dollar) were manufactured. (The nickel came much later, in 1866). But that doesn't mean we should keep it forever. Not when the shopkeepers call us "consumers"!
Do away with the small change, I say, so that we get an honest price tag. No longer should a ten dollar item be labelled $9.99. Down with the price tag: 'Only $29.90'. Away with the billboards declaring, "Hurry, yours today only for $499.95"
End Cents. End Nickels. End Dimes!
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