The issue with the rollback system is not that the price goes back up. It's the fact that they increase the price exponentially beforehand so they can pretend the rollback is a great deal. When in actuality, it's a significant percentage more expensive on rollback than what it used to be regularly priced.
It's not done on every rollback, but it's done enough to be noticed by those of us who pay attention to and remember prices. Here would be an example of what WM does (although it hasn't been done on this particular product or else DH would be a sad man with no bologna). ;)
Gwaltney bologna-- $1.27 for a 16 oz. package. Price stays the same for years. Suddenly the price jumps to $1.77. Stays that way for a month or six weeks. Then goes on "rollback" down to $1.57 for a month or six weeks. And we're supposed to ooh and ahh over saving that 20 cents. When we're actually paying 30 cents more than what we always used to. And the rollback price is only temporary, as we all know. So $1.77 comes back and stays there as the regular price.
They think the average customer is so stupid they won't notice or mind the increase. And even the ones who happen to notice will be so overjoyed when it's on rollback that they will come to appreciate that price over the newly inflated regular price. That's what the issue is.


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I'm Teri from central FL 

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