[satishf]

It might be little late to check for affordability at the point of sale. Once your in a store your heart takes over your mind.

[eru]

Yes, but the real cost might affect your choice. E.g. two fridges in the store, one costs more initially, but uses less power. Knowing the real cost can be a win-win situation for you and the store here. They get more revenue and you get a smaller total cost of ownership.

The incentives for stuff apart from energy efficencies may be different, though.